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“PENGARUH KUALITAS PRODUK DAN IKLAN TERHADAP CITRA MEREK TEH PUCUK HARUM” (Studi Pada Mahasiswa Konsumen Teh Pucuk Harum di Universitas Muhammadiyah Malang)

Lailiyah, Nita Ilmiyatul (2018) “PENGARUH KUALITAS PRODUK DAN IKLAN TERHADAP CITRA MEREK TEH PUCUK HARUM” (Studi Pada Mahasiswa Konsumen Teh Pucuk Harum di Universitas Muhammadiyah Malang). Bachelors Degree (S1) thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study is to examine the effect of product quality and television advertising on the brand image of Teh Pucuk Harum on the consumer of Teh Pucuk Harum at University of Muhammadiyah Malang. This study used multiple regression analysis on 150 respondents that have been determined using purposive sampling technique as a method of sampling by using questionnaires for data collection. The results of the study revealed that product quality has a positive and significant effect on brand image of probability value Asimp Sig 0.001 <0.05. and advertising have a positive and significant impact on brand image of Asimp Sig 0,000 <0,05 probability. Keywords: product quality, advertising and brand image.

Item Type: Thesis (Bachelors Degree (S1))
Student ID: 201410160311499
Keywords: product quality, advertising and brand image
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: 16 Nov 2018 07:39
Last Modified: 16 Nov 2018 07:39
URI : http://eprints.umm.ac.id/id/eprint/40190

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