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Judul: Pengaruh Kualitas Produk, Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Semen Tonasa Di Kota Ambon
Penulis: Maudy Marla Tanihattu  || email:
Jurnal: Cita Ekonomika Vol. 7 no. 1 - hal. 80-102 Tahun 2013  [ Ekonomi dan Bisnis ]
Keywords:  Quality of Products, Brand Image, Price, Promotion, Purchase Decision
Abstract: This study aims to identify and analyze how much influence product quality, brand image, price and promotion on purchase decisions Tonasa cement in Ambon Town. Collecting the data used in this study is the method of observation, interviews, questionnaires, and literature study using a Likert scale and the sampling method used was accidental sampling of 60 samples. The analytical method used is the method of multiple linear regressions (multiple linear regressions). From the results of the regression analysis has been done on the factors that influence consumers to purchase cement Tonasa in Ambon City, the four factors of product quality, brand image, price and promotion has a significant influence on consumer decisions in the purchase of cement. From the test results of regression coefficient obtained results that the most dominant factors influence consumer decisions in the purchase of cement is the quality of the product, the reason for having the regression coefficient and t is the largest value when compared to other factors.
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