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      • Department of Economics Science
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      •   UMY Repository
      • 03. DISSERTATIONS AND THESIS
      • Students
      • Undergraduate Thesis
      • Faculty of Economics
      • Department of Economics Science
      • View Item
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      PENGARUH CITRA MEREK TERHADAP WORD OF MOUTH DAN KEPUTUSAN PEMBELIAN PADA NIMCO ROYAL STORE DI YOGYAKARTA

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      HALAMAN JUDUL (475.6Kb)
      HALAMAN PENGESAHAN (52.55Kb)
      ABSTRAK (7.976Kb)
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      DAFTAR PUSTAKA (263.1Kb)
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      NASKAH PUBLIKASI (499.2Kb)
      Date
      2018-08-11
      Author
      LAUKHAN, FAJAR SURUR
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      Abstract
      This research is purposed to analyse the influence if brand image towards the words of mouth and the purchase decision at Nimco Royal Store in Yogyakarta. This research uses 150 samples that applie nonprobability sampling method and convenience sampling technique. The researcher uses Structural Equation Modelling (SEM) by AMOS version 22.0 to analyse the research. Based on the analysis that has been done, it results that brand image has positive influence towards the word of mouth. Meanwhile, variable of word of mouth has positive influence towards the purchase decision significantly. The analysis result of the brand image variable also has the positive result toward the purchase decision significantly. In additon, the influence of brand image has positive influence towards the purchase decision through the word of mouth significantly.
      URI
      http://repository.umy.ac.id/handle/123456789/23004
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      • Department of Economics Science

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