ANALISIS PENGARUH PENGETAHUAN PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KEMBALI PRODUK SINOTRUK DI PT. PROBESCO DISATAMA

Wiryawan, Zahrida Zainal (2011) ANALISIS PENGARUH PENGETAHUAN PRODUK, CITRA MEREK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN KEMBALI PRODUK SINOTRUK DI PT. PROBESCO DISATAMA. Karya Ilmiah Dosen, 4 (2). pp. 37-71. ISSN 1979-9543

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Abstract

Globalization and trade cooperation between countries make more and moreforeign products and services entry into Indonesia. This makes it increasinglytight competition is happening in the business world, thus making every companytrying to win the competition advantage by informing its products to consumers.Many factors affect the consumer in the purchase of a product or service,consumers usually always consider quality, price and product are already knownby the public. Before consumers decide to buy, consumers typically advancethrough several stages : (I) recognition problem, (2) information search, (3)alternative evaluation, (4) decision to buy or not, (5) post-purchase behaviour.PT. Probesco Disatama is one of the company in Indonesia which is move inheavy equipment sales. Various kinds of products offered here with the brand,specifiaction, price and origin of the products varied With so many variations, itis expected to create more choices to consumers and to increase sales. But withthis variaety there are products that are decreasing in sales levels and decreasingin consumers demand A research is needed in order to perceive the answer.Therefore three variables investigated in this research, those variables areproduct knowledge, brand image and price. Using Probability Sampling, F testand t test, the results from 96 questionnaires indicated that product knowledge,brand image and price simultaneously and partially influence customer's buyingdecision of PT. Probesco Disatama 's Sinotruk product positively.

Item Type: Article
Subjects: Karya Ilmiah Dosen > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Akuntansi
Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Apr 2017 06:36
Last Modified: 03 Apr 2017 06:36
URI: http://repository.untar.ac.id/id/eprint/262

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