PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG

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PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG

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dc.contributor.author Sukma, Andhi
dc.date.accessioned 2016-04-06T02:05:48Z
dc.date.available 2016-04-06T02:05:48Z
dc.date.issued 2015-12
dc.identifier.issn 1907-6487
dc.identifier.uri http://repository.widyatama.ac.id/xmlui/handle/123456789/6890
dc.description.abstract The purpose of this study was to determine the brand image of Coca-Cola Zero and determine the extent of u influence of the markering mix and the influence ofproduo brand image of Coca-Cola Zero to the purchase decision process The method used in this study were factor analysis and regression, where the independent variable in this study is ti marketing mix consisting of product, price, promotion, and distrib~rtion,a moderator variable in this study is the image, a) the dependent variable is the process of prrrchasing decisions. Data collection techniques used is by distribufii questionnaires to the respondenfi, and in this study who used the respondents are students and the general public who live the city of Banhrng. Thr number of qlrestionnaires distributed a nionber of1 75 valid questionnaires and studied there for IS Questionnaires were distributed using a Likert scale to determine the response of respondents to the study variables. Statisric analysis used to determine the effect of these two variables rrsing multiple liaear regression method Based on this study, 1, obtained results that the product, pricing, distribution, and image & promotion have a significant influence on purcha decision process. en_US
dc.publisher Journal of Accounting and Management Research, Universitas Internasional Batam, Vol 11, No.02 en_US
dc.relation.ispartofseries ;JUN.0174
dc.subject brand image en_US
dc.subject marketing mix en_US
dc.subject buying interes en_US
dc.title PENGARUH BAURAN PEMASARAN DAN CITRA MEREK TERHADAP PROSES PENGAMBILAN KEPUTUSAN PEMBELIAN Dl KOTA BANDUNG en_US
dc.type Article en_US


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