Marcell, Leonard (2018) Analisis pengaruh brand image, brand awareness, corporate social responsibility dan segmentasi pasar PT. XYZ terhadap keputusan pembelian. Masters thesis, Universitas Tarumanagara.
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ABSTRAK TESIS MM Leonard Marcell.pdf Download (52kB) |
Abstract
This study aims to analyse brand image, brand awareness, corporate social responsibility and market segmentation related to purchasing decisions on XYZ products. In this research data collection method used is online questionnaire and offline questionnaire to know the factors sought by customer in choosing product of XYZ. The sample is 130 respondents who consumed XYZ products. Data analysis method used is regression analysis. Based on the result of the research, the results shows that brand awareness, corporate social responsibility and market segmentation have positive and significant influence on purchasing decisions. Brand image has a positive but not significant toward purchasing decision.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 28 Nov 2018 08:41 |
| Last Modified: | 11 May 2021 12:56 |
| URI: | http://repository.untar.ac.id/id/eprint/9310 |
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