Pengaruh Atribut Dan Positioning Produk Terhadap Citra Merek (Survei Pada Pemilik Mobil Daihatsu Xenia Di Kota Malang)

Radito Ibam Suseno • Edy Yulianto • Yusri Abdillah

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(Bahasa Indonesia, 7 pages)

Abstract

This research aims to examine the influence of Product Attributes and Positioning on Brand Image, and this also tests which independent variable has a dominant influence on Brand Image. This research is an explanatory research using quantitative approach. Samples taken as many as 100 respondents those the owners of Daihatsu Xenia brand car in Malang. The method used for collecting data in this research is the communication method with the use of questionnaire as the data instrument. This research uses a descriptive and regression linear analyses. Sampling technique used is purposive sampling. The result shows that there is a significant influence of Product Attributes and Positioning on Brand Image. This study also indicates that Product Attributes has a dominant influence on Brand Image.

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Journal

Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more