“PENGARUH KUALITAS PRODUK DAN IKLAN TERHADAP CITRA MEREK TEH PUCUK HARUM” (Studi Pada Mahasiswa Konsumen Teh Pucuk Harum di Universitas Muhammadiyah Malang)
| Main Author: | Lailiyah, Nita Ilmiyatul |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
|
| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/40190/1/PENDAHULUAN.pdf http://eprints.umm.ac.id/40190/2/BAB%20I.pdf http://eprints.umm.ac.id/40190/3/BAB%20II.pdf http://eprints.umm.ac.id/40190/4/BAB%20III.pdf http://eprints.umm.ac.id/40190/5/BAB%20IV.pdf http://eprints.umm.ac.id/40190/6/BAB%20V.pdf http://eprints.umm.ac.id/40190/7/Lampiran.pdf http://eprints.umm.ac.id/40190/ |
Daftar Isi:
- The purpose of this study is to examine the effect of product quality and television advertising on the brand image of Teh Pucuk Harum on the consumer of Teh Pucuk Harum at University of Muhammadiyah Malang. This study used multiple regression analysis on 150 respondents that have been determined using purposive sampling technique as a method of sampling by using questionnaires for data collection. The results of the study revealed that product quality has a positive and significant effect on brand image of probability value Asimp Sig 0.001 <0.05. and advertising have a positive and significant impact on brand image of Asimp Sig 0,000 <0,05 probability. Keywords: product quality, advertising and brand image.