Pengaruh Citra Merek Terhadap Keputusan Pembelian Konsumen Pelumas Fastron Pertamina Di Wilayah Jakarta

Priandana, Rian (2011) Pengaruh Citra Merek Terhadap Keputusan Pembelian Konsumen Pelumas Fastron Pertamina Di Wilayah Jakarta. S1 thesis, STIE Indonesia Banking School.

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Abstract

In an attempt to win the competition, companies must have a marketing strategy for theirs products. Among the many marketing strategies which one of them is branding, companies are faced with the decision to give the brand, because the brand will make it easier for consumers to remember and make a purchase again. With so many companies that produce oil, resulting consumers to be more rigorous and critical in selecting a vehicle lubrication according to his needs. Companies also need to build a good brand image is of course the public perception will change the brand. The study aims to: 1) Testing and examining the influence of corporate image on consumer purchases Fastron Pertamina Lubricant, 2) Testing and examining the influence of the user image on consumer purchases Fastron Pertamina Lubricants, 3) Testing and examining the influence of product image on consumer purchases Fastron Pertamina Lubricants This research is based on research models that based on three components of corporate image, user image and product image (Biels, 1992) and research by Amalia (2006), states the influence of brand image with the purchase decision. This research was conducted for the motorist in the area of Jakarta that uses lubricants brand vehicles Fastron Pertamina at least one time. Data analyzed using multiple regressions The results of this study indicate that corporate image has no significant influence on Consumer Purchase Decisions Fastron Pertamina Lubricants. On the other hand, the user image has a significant influence on Consumer Purchase Decisions Fastron Pertamina Lubricants. In addition, the product image has a significant influence on Consumer Purchase Decisions Fastron Pertamina Lubricants Keywords: brand image, corporate image, product image image user, the purchase decision

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 09 Oct 2020 03:54
Last Modified: 09 Oct 2020 03:54
URI: http://repository.ibs.ac.id/id/eprint/1516

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