NISAA’, CHAIRUN (2019) PENGARUH KUALITAS PRODUK, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DAN DAMPAKNYA PADA KEPUASAAN PELANGGAN ORIFLAME SURABAYA. Diploma thesis, STIE MAHARDHIKA.
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Abstract
The research is intended so that marketers know that there is a simple stimulus that can be developed to reach the hearts of consumers. Namely to determine the effect of product quality, brand image on purchasing decisions and their impact on customer satisfaction in Surabaya. This type of research is explanatory with a quantitative approach, namely research that focuses on hypothesis testing with statistical method analysis tools and genereates conclusions that can be generalized. The sample in this study was oriflame contumers. The sample of respondents in this study used a non probability sampling method. While the sampling method of this study uses incidental ampling. The test tool used is path analysis with spss 15.0. The population of this study were oriflame costumers as many as 39 respondents. Data collection method using a questionnaire. Product quality variables have a significant and positive influence on purchasing decisions 46,2 %. Brand image does not have a significant effect on purchasing decisions because it is negative -03,9%. Product quality has a significant and positive influence on customer satisfaction 12,8%. Brand image has a significant and positive influence on customer satisfaction 41,0%. Purchasing decisions are not significant and positive satisfaction 14,9%
| Item Type: | Thesis (Diploma) |
|---|---|
| Uncontrolled Keywords: | product quality, brand image, purchase decisions, customer satisfaction. |
| Subjects: | Manajemen |
| Divisions: | S1 Manajemen |
| Depositing User: | Unnamed user with email lib.stiemahardhika@gmail.com |
| Date Deposited: | 03 Mar 2020 09:43 |
| Last Modified: | 04 Jan 2023 02:21 |
| URI: | http://repository.stiemahardhika.ac.id/id/eprint/1423 |
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