CITRA MEREK DAN KUALITAS PRODUK DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA CUANKI SERAYU BANDUNG

Adha, Anggita Ayu Kurnia

CITRA MEREK DAN KUALITAS PRODUK DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA CUANKI SERAYU BANDUNG

dc.contributor.author	Adha, Anggita Ayu Kurnia
dc.date.accessioned	2014-04-21T04:47:19Z
dc.date.accessioned	2019-10-30T22:03:08Z
dc.date.available	2014-04-21T04:47:19Z
dc.date.available	2019-10-30T22:03:08Z
dc.date.issued	2014
dc.description.abstract	This research proposed by Anggita Ayu Kurnia Adha, NPM 0210U126 Faculty of Business & Management Widyatama University Bandung, with the title Brand Image and Product Quality In Consumer Purchasing Decision in Cuanki Serayu Bandung under the guidance of Mr. Tezza Adriansyah Anwar, S.IP., M.M. This study is intended to determine how the brand image and product quality affect consumer purchasing decisions in Cuanki Serayu Bandung. Brand image is embedded Cuanki Serayu been well in the eyes of the people in Bandung. In addition, Cuanki Serayu also has a quality product given. However, it is another impact on consumer purchasing decisions Cuanki Serayu that consumers become reluctant or less sure to come back. The method used is descriptive verification method. A sample of 115 consumers was obtained by using judgment sampling technique. Meanwhile, the data are collected through interviews, questionnaires, and direct observation to obtain primary data. Path analysis used in this study to analyze the data statistically. Consumer purchase decisions in Cuanki Serayu influenced by the brand image and product quality. But only product quality variables have a significant impact on consumer purchasing decisions in Cuanki Serayu Bandung. Meanwhile, brand image variables did not significantly influence consumer decision, so it can be ignored. And the influence of product quality variable on the purchasing decisions is very strong. While the effect proportionally caused by other variables outside the two variables above are said to be very weak. This suggests that there are other variables or factors that are not addressed in this study were also influenced on consumer purchasing decisions in Cuanki Serayu Bandung.	en_US
dc.identifier.uri	http://repository.widyatama.ac.id/handle/123456789/3095
dc.language.iso	other	en_US
dc.publisher	Universitas Widyatama	en_US
dc.subject	Citra Merek	en_US
dc.subject	Kualitas Produk	en_US
dc.subject	Keputusan Pembelian Konsumen	en_US
dc.subject	Brand Image	en_US
dc.subject	Product Quality	en_US
dc.subject	Consumer Purchase Decision	en_US
dc.title	CITRA MEREK DAN KUALITAS PRODUK DALAM MENENTUKAN KEPUTUSAN PEMBELIAN KONSUMEN PADA CUANKI SERAYU BANDUNG	en_US
dc.type	Other	en_US