Johari, Masum (2022) PENGARUH DIFERENSIASI PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU BATA (Studi pada Bata Plaza Surabaya). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
With the rapid changes in technology, it can lead to even higher tightness in business competition among business people who have companies or products of similar goods and services. Therefore, a good strategy is needed to be able to increase its business. The purpose on thisresearchwas to describe and analyse of therelationship between product differentiation and brand image on purchasing decisions for Bata shoes at Plaza Surabaya. This study’sincluded in quantitative research that uses questionnaires as a data collection method. The population used in this studywere buyers of Bata shoes at Plaza Surabaya who were more than 17 years old. Then non-probability sampling technique is a technique used by researchers with purposive sampling method. The samples taken in this study were 70 buyers of Bata shoes at Plaza Surabaya. The data used are primary and secondary data. Technique used in this research is Partial Least Square (PLS). Where the results in this study show that product differentiation has a effect and give a cobtribution on purchasing decisions and brand image has a effect and give a cobtribution on purchasing decisions.Keywords: Product Differentiation, Brand Image, Purchase Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Masum Johari | ||||||||
| Date Deposited: | 24 Jan 2022 02:43 | ||||||||
| Last Modified: | 24 Jan 2022 03:14 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/4698 |
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