Detail Analisis Pengaruh Citra Merek dan Service Quality Terhadap Minat Beli dan Dampaknya pada Keputusan Pembelian (Studi pada Pengguna Smartphone Lenovo di Jakarta) Bibliografi Author: RESERPINA, PITRI ; Soelasih, Yasintha (Advisor) Topik: Brand Image; Service Quality; Purchase Intention; And Purchase Decision; Citra Merek; Minat Beli; Dan Keputusan Pembelian Bahasa: (ID )     Penerbit: Program Studi Magister Manajemen Sekolah Pascasarjana Universitas Katolik Indonesia Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2015     Jenis: Theses - Master Thesis Fulltext: 2013002025-Pitri.pdf (1.74MB; 76 download) Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: MM-810 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract Fast market growth of smartphone this day, force the producer for keeping improved and innovation for create brand image that can compete on “smartphone era”. Lenovo is one of smartphone brand that have a big market share on smartphone market. Brand image and service quality have become important thing on this market competition. This research using smartphone Lenovo user in Jakarta as sample. Then using 190 respondent. This research using Structural Equation Modeling (SEM) then executed by LISREL. The result show that the brand image and service quality give effect to purchase intention and purchase decision. But service quality didn’t give significant effect to purchase intention and purchase decision. Result of this research indicate, the brand image give significant effect to purchase intention with correlation of 26% but service quality didn’t give significant effect to purchase intention with correlation 3.8%. Purchase intention also give significant effect to purchase decision about 71%. Indirect effect from brand image to purchase decision via purchase intention is 18% and indirect effect from service quality to purchase decision via purchase intention is 3%, this result indicate service quality didn’t give significant effect to purchase intention and also purchase decision. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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