PENGARUH CITRA MERK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ICE CREAM DI PT WINGS SURYA GRESIK

GOFUR, MUCHLIS ABDUL (2019) PENGARUH CITRA MERK, KUALITAS PELAYANAN, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK ICE CREAM DI PT WINGS SURYA GRESIK. undergraduate thesis, UNIVERSITAS MUHAMMADIYAH GRESIK.

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Abstract

Muchlis Abdul Gofur, 12312011, Pengaruh citra merk, kualitas pelayanan, dan harga terhadap Keputusan Pembelian produk ice cream di PT Wings Surya Gresik, Manajemen, Fakultas Ekonomi, Universitas Muhammadiyah Gresik, Juli, 2019. ABSTRAKSI Penelitian ini bertujuan untuk mengetahui Pengaruh citra merk, kualitas pelayanan, dan harga terhadap Keputusan Pembelian produk ice cream di PT Wings Surya Gresik. Analisis data yang digunakan adalah analisis regresi linier berganda. Hasil penelitian ini menyimpulkan bahwa hasil pengujian secara simultan citra merk, kualitas pelayanan, dan harga terhadap Keputusan Pembelian produk ice cream di PT Wings Surya Gresik. Hasil pengujian secara parsial citra merk berpengaruh terhadap Keputusan Pembelian, kualitas pelayanan juga berpengaruh terhadap Keputusan Pembelian, Dan harga berpengaruh terhadap Keputusan Pembelian . Kata kunci: Citra merk, Kualitas pelayanan, Harga, keputusan pembelian  Muchlis Abdul Gofur, 12312011, The influence of brand image, service quality, and price on the decision to purchase ice cream products at PT Wings Surya Gresik, Management, Faculty of Economics, Muhammadiyah University Gresik, July, 2019. ABSTRACTION This study aims to determine the effect of brand image, service quality, and price on the purchase decision of ice cream products at PT Wings Surya Gresik. Analysis of the data used is multiple linear regression analysis. The results of this study concluded that the results of simultaneous testing of brand image, service quality, and price on the decision to purchase ice cream products at PT Wings Surya Gresik. The test results partially influence the brand image of the Purchasing Decision, service quality also affects the Purchasing Decision, and the price influences the Purchasing Decision. Keywords: Brand image, service quality, price, purchasing decision

Item Type:	Thesis (undergraduate)
Uncontrolled Keywords:	Citra merk, Kualitas pelayanan, Harga, keputusan pembelian
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	MUCHLIS ABDUL GOFUR
Date Deposited:	14 Jan 2021 03:33
Last Modified:	14 Jan 2021 03:33
URI:	http://eprints.umg.ac.id/id/eprint/4609

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