PENGARUH KUALITAS PRODUK, ASOSIASI MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN VESPA PIAGGIO DI KOTA SEMARANG

Gunawan, Maria Clamenza Dhea (2019) PENGARUH KUALITAS PRODUK, ASOSIASI MEREK, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN VESPA PIAGGIO DI KOTA SEMARANG. Other thesis, UNIKA SOEGIJAPRANATA SEMARANG.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk, asosiasi merek, dan gaya hidup terhadap keputusan pembelian vespa piaggio di Kota Semarang yang dilakukan dengan cara mengumpulan 100 responden yang merupakan pengguna vespa piaggio di Kota Semarang. Pengumpulan data dilakukan dengan membagikan kuesioner kepada responden. Hasil dari pengolahan data menunjukkan bahwa adanya pengaruh yang signifikan dari kualitas produk, asosiasi merek, dan gaya hidup terhadap keputusan pembelian. Keyword: Kualitas Produk, Asosiasi Merek, Gaya Hidup, Keputusan Pembelian The objective of this research is to observe the effect of product quality, brand association, and lifestyle in relation to purchasing decision of vespa piaggio in Semarang, which was accomplished by gathering data from 100 respondent of vespa piaggio user/owner within the city. Questionnaire was given to each subject for data gathering. The result of the data processing shows significant effect of product quality, brand association, and lifestyle in buyer decision process. Keyword: Product Quality, Brand Association, Lifestyle, Buyer Decision Process

Item Type: Thesis (Other)
Subjects: 100 Philosophy and Psychology > 150 Psychology > 155 Developmental psychology > Life Style
Divisions: Faculty of Economics and Business > Department of Management
Depositing User: Mr Lucius Oentoeng
Date Deposited: 22 Nov 2019 00:33
Last Modified: 22 Nov 2019 00:33
URI: http://repository.unika.ac.id/id/eprint/19878

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