ARMILA, ADES (2015) PENGARUH CITRA MEREK (BRAND IMAGE) TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PECEL LELE LELA CABANG R. SOEKAMTO PALEMBANG. Other thesis, Politeknik Negeri Sriwijaya.
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Text (COVER)
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Text (BAB I PENDAHULUAN)
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Text (BAB II TINJAUAN PUSTAKA)
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Text (BAB III KEADAAN UMUM PERUSAHAAN)
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Text (BAB IV HASIL DAN PEMBAHASAN)
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Text (BAB V KESIMPULAN DAN SARAN)
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Text (DAFTAR PUSTAKA)
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Abstract
The purpose of this final report was to know the influence of brand image to consumer’s purchasing decision and which the most dominant variable influences consumer in choosing PecelLele Lela Cabang R. Soekamto Palembang as tha favorite place to eat. So, it could be concluded that the title of this reports was “The Influence of Brand Image to Consumer’s Purchesing decision at PecelLele Lela Cabang R. Soekamto Palembang. The object in the writing of this final report was the influence of brand image on PecelLele Lela Cabamg R. Soekamto Palembang consumer. For collecting the supporting data in finishing this research, some methods are used, they were questionnaire, interview, and reference book. Based on the result of research that had been done by author, the influence of brand image to consumer’s purchasing decision was classified very high with the percentage for brand characteristic variable in the amount of 80.3 percent, the benefit for consumer variable in the amount of 59.3 percent consumer conviction in the amount of 85.375 percent and purchasing decision variable in the amount of 77.8 percent. Based on those four variable, the variable which had the lowest influence was the benefit for consumer variable.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | brand image, the purchasing decision. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Business Administration > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 22 Feb 2016 09:14 |
| Last Modified: | 22 Feb 2016 09:14 |
| URI: | http://eprints.polsri.ac.id/id/eprint/2479 |
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