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PENGARUH CITRA MEREK DAN KUALITAS TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING

Management Analysis Journal

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Title PENGARUH CITRA MEREK DAN KUALITAS TERHADAP KEPUASAN KONSUMEN MELALUI KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING
 
Creator Hartono, Anang; Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Semarang, Indonesia
Wahyono, Wahyono; Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Semarang, Indonesia
 
Subject Brand Image; Quality; Purchase Decision; Consumer Satisfaction
 
Description The development of the business world that increasingly stringent demands companies should be able to move quickly and precisely to be able to face the competition. In fact become a leader in the market is not easy. Right marketing strategy is needed for the company to survive and compete with the hope to increase sales and customer satisfaction. Maintain the image and quality of the product is an attempt to attract purchases and customer satisfaction. This study aims to investigate the influence of brand image and quality to customer satisfaction through the purchase decision as an intervening variable. This study population are all consumers daily newspaper Suara Merdeka. Sampling by using incidental sampling technique, the number of respondents were 116 respondents. Data collection method used is the method of observation, interviews, and a questionnaire method. Path analysis Analyse the data using SPSS version 20, which used variables include brand image, quality, purchasing decisions and consumer satisfaction.
 
Publisher Management Analysis Journal
 
Contributor —
 
Date 2015-06-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.unnes.ac.id/sju/index.php/maj/article/view/7824
10.15294/maj.v4i2.7824
 
Source Management Analysis Journal; Vol 4, No 2 (2015): Management Analysis Journal
2502-1451
2252-6552
 
Language eng
 
Relation http://journal.unnes.ac.id/sju/index.php/maj/article/view/7824/5384