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Title: Influence brand image, advertisement and quality of product toward consumer buying intention
Authors: Maulidan Septiawan
Advisors: Ade Suherlan
Keywords: Brand image, buying intention, quality of product, advertisement
Issue Date: 17-Jul-2017
Publisher: UIN Syarif Hidayatullah Jakarta: Fakultas Ekonomi dan Bisnis, 2017
Abstract: The purpose of this research is to analyze the influence of brand image, advertisement, and quality of product toward buying intention OPPO at UIN Jakarta. This type of research is quantitative. The data source of this research is the primary data by sampling OPPO customers and using accidental sampling with 100 respondents. The method of this research is multiple linear regression. The results showed that: (1) brand image significantly influence on buying intention (2) advertisement significantly influence on buying intention (3) quality of product significantly influence on buying intention (4) The most dominant variable is a variable advertisement where beta coefficient value is highest among other variables of 0.299.
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