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PENGARUH ATRIBUT PRODUK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Air Minum Dalam Kemasan “Milagros” di Kota Malang)

Noviyanti, Yunda Dewi (2018) PENGARUH ATRIBUT PRODUK DAN KEPERCAYAAN MEREK TERHADAP KEPUTUSAN PEMBELIAN (Studi pada konsumen Air Minum Dalam Kemasan “Milagros” di Kota Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of the study was to examine the influence of product attribute and brand credibility towards purchasing decision and to analyze the dominant variable that influenced brand credibility. The data were analyzed by using logistic regression analysis and SPSS 15.00 software. The results of the study showed that products attribute and brand credibility significantly influenced purchase decision. Moreover, the dominant variable that influenced purchase decision was brand credibility with 0.275 instead of products attribute with 0.209.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201310160311445
Keywords: brand trust, logistic regression analysiss, product attributes, , purchase decision
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Retno Widiyastuti Ika Wijaya
Date Deposited: 12 Nov 2018 03:24
Last Modified: 12 Nov 2018 03:24
URI : http://eprints.umm.ac.id/id/eprint/39844

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