Oscar, Yessica (2019) Pengaruh brand image, persepsi harga, dan service quality terhadap keputusan pembelian konsumen Dunkin Donuts di Jakarta. Masters thesis, Universitas Tarumanagara.
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ABSTRAK TESIS MM Yessica Oscar.pdf Download (51kB) |
Abstract
This study aims of this research is to examine the empirical evidence of brand image, perceived price, and service quality on Dunkin' Donuts consumers' purchase decision in Jakarta. This study use convenience sampling method and selected a sample of 152 respondents. The data used in this study is primary data obtained by distributing questionnaires to the respondents online and offline. The hypothesis was tested using multiple linear regression. The results of this study indicate brand image, perceived price, and service quality have an effect on Dunkin' Donuts consumers purchase decision.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 30 Mar 2021 08:28 |
| Last Modified: | 05 Jun 2021 16:53 |
| URI: | http://repository.untar.ac.id/id/eprint/14957 |
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