Pengaruh Service Marketing Mix (Bauran Pemasaran Jasa) Terhadap Citra Merek Dan Dampaknya Pada Keputusan Pembelian (Survei Kepada Pengguna Armada Bus Pariwisata Po. Anto Wijaya Tour Ponorogo)

Feisal Abidin • Zainul Arifin • Edy Yulianto

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(Bahasa Indonesia, 7 pages)

Abstract

The study aims to understand and clarifity: the influence of Service Marketing Mix on Brand Image, the effect of Brand Image on Purchase Decisions, the influence of Service Marketing Mix on Purchase Decisions. The type of this research is explanatory research with quantitative method. The variables are Service Marketing Mix, Brand Image and Purchase Decisions. The population in this research is User of the tourism bus of PO. Anto Wijaya Tour Ponorogo. There sample used in this research was 116 people chosen with purposive sampling and data collection methode is questionneres, and analysis of data used descriptive analysis and path analysis. The results of path analysis shows that, Service Marketing Mix Variable have significant effect on Brand Image Variable, Brand Image Variable have significant effect on Purchase Decisions Variable and Service Marketing Mix Variable have significant effect on Purchase Decision Variable.

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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