The Effect of Customer Delight, Brand Image, and Product Innovation on Erigo Brand Purchase Decisions in The City of Surabaya.

Satriatama, Rafiif (2022) The Effect of Customer Delight, Brand Image, and Product Innovation on Erigo Brand Purchase Decisions in The City of Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine the effect of ustomer satisfaction, Brand image and Product innovation on consumer Purchasing on Erigo brand products in Surabaya. This type of research is quantitative research. The population is all customers of the Erigo brand in Surabaya. The number of samples taken is 100 respondents who are taken incidentally. The sampling technique used is the basic probability sampling technique, this technique is randomization or a cincidence. The data collection method used is a survey with a questionnaire instrument that is using a questionnaire. Test Instruments using Validity and Realibility tes. The data analysis technique used is multiple linear regression analysis with hypothesis testing using the F test and T test. Based on the research results obtained from muktiple linear regression analysis, it shows that the results of hypothesis testing using the F (simultaneous) and T (Partial0 test indicate that the variabel Customer delight (X1), Brand image (x2) have a significant effect on purchasing decisions and Product innovation (X3) has an eefct on purchasing decisions for the Erigo brand in the city of Surabaya but on the offer hand the Product innovation variable (X3) on the purchasing decisisons of the Erigo brand in the city of the Erigo brand in the city of Surabaya has no siginificant effect on purchasing decisions.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Customer delight, Brand image and Product innovation, Purchasing decisions
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen
Depositing User: 1211800140 Rafiif Satriatama
Date Deposited: 19 Dec 2022 07:16
Last Modified: 19 Dec 2022 07:16
URI: http://repository.untag-sby.ac.id/id/eprint/20455

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