ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPERCAYAAN PELANGGAN DAN IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN KACAMATA (Studi kasus pada Optik Beta Semarang)

HUDA , Mochamad Nabil and SANTOSO , Suryono Budi (2019) ANALISIS PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN KUALITAS PELAYANAN TERHADAP KEPERCAYAAN PELANGGAN DAN IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN KACAMATA (Studi kasus pada Optik Beta Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

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Abstract

This study is aimed at analyzing the influence of brand image, product quality and service quality on customer trust and purchasing decisions This study uses multiple linear regression analysis with SPSS program. The population used is customers who have purchased eyeglass products in Optical Beta Semarang. While the sample used is 100 people with non-probability sampling technique using accidental sampling. The results show that (1) there is a positive and significant relationship between brand image and customer trust. (2) There is a positive and significant relationship between service quality and customer trust. (3) There is a positive and significant relationship between product quality and customer trust. (4) There is a positive and significant relationship between service quality and purchasing decisions. (5) There is a positive and significant relationship between service quality and purchasing decisions. (6) There is a positive and significant relationship between product quality and purchasing decisions. (7) There is a positive and significant relationship between brand image and purchasing decisions.

Item Type:Thesis (Undergraduate)
Additional Information:Brand Image, Product Quality, Service Quality, Customer Trust, Purchase Decision
Uncontrolled Keywords:Brand Image, Product Quality, Service Quality, Customer Trust, Purchase Decision
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:74901
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:30 Jul 2019 08:49
Last Modified:30 Jul 2019 08:49

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