Jurnal Manajemen Bisnis Krisnadwipayana
Vol 4, No 3 (2016): Jurnal Manajemen Bisnis Krisnadwipayana

PENGARUH PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SEPATU OLAHRAGA MEREK SPECS DI KOTA BEKASI

Imam Wibowo, M.Si (Fakultas Ekonomi Universitas Krisnadwipayana)
Abdul Samad (Mahasiswa Program Studi Magister Manajemen UNKRIS)

Article Info

Publish Date
16 Sep 2016

Abstract

The research aimed to analyze effect of product and brand image on buying decision partially or simultanously. Research carried out for 3 months from January to March 2016. The questions are structured using Likert Scale with 80 respondents as sample.Based on regression analyze, it concluded that product positive and significant impact on buying decision. Brand image positive and significant impact on buying decision. Product and brand image simultaneously positive and significant on the buying decision.

Copyrights © 2016




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Jurnal Manajemen Bisnis Krisnadwipayana
Website

Abbrev

JMBK

Publisher

Universitas Krisnadwipayana

Subject

Economics, Econometrics & Finance Social Sciences

Description

Jurnal Manajemen Bisnis Krisnadwipayana, yang lebih dikenal dengan sebutan JMBK mulai dipublikasikan sejak awal tahun 2013 oleh Program Magister Manajemen Universitas Krisnadwipayana Jakarta. JMBK terbit 3 (tiga) kali dalam satu tahun, yaitu pada bulan Januari, Mei, dan September yang memuat ...