PENGARUH KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ES KRIM WALL’S MAGNUM
Abstract: Many varieties of
ice cream product created to fulfill the customers’s tastes, one of them is
chocolate ice cream. Walls Magnum Ice cream is the chocolate ice cream that
become the prime product of Walls Ice cream. It’s come with the new formulas, with
the segmentation target of adult in the age of 28 to 35 years. The Walls Magnum
Ice cream succeded to breaktrough in the list of most likeable ice cream amongs
customers. This has been proven by the achievement in rank 3 for Top Brand
Image 2012 for Ice cream catagory. The
study aims to discuss the impact product quality and brand image
on purchase decision ice Walls Magnum
Ice Cream inGriya Mapan Santosa Rungkut,Surabaya. Data were analyzed by
multiple linier regression. The result showed that the quality product and
brand image give contribution of influenced on purchase decision. In this study
the dominant effect is a variable quality product.
Penulis: ANIEK FATLAHAH
Kode Jurnal: jpmanajemendd130970
