Maynarningasih, Ambarina Ika (2011) Peran Advertisement dan Service Quality terhadap Purchase Intention Kursus Bahasa Ef English First di Surabaya. Masters thesis, University of Surabaya.
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The purpose of this study is to investigate the relationship of source credibility, service quality, attitude toward to the ad and purchase intention in a service business, which is an English course named EF English First in Surabaya. The study uses a quantitative approach which is using Structural Equation Model (SEM) to examine the hypotheses The data were collected from 100 respondences who have standardized criterias. The results of the study indicate that source credibility, service quality and attitude toward the ad have a positive impact on purchase intention.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Source Credibility, Service Quality, Attitude toward the Ad, Purchase Intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Postgraduate Programs > Master Program in Management |
| Depositing User: | Masyhur 196042 |
| Date Deposited: | 18 Jul 2013 04:14 |
| Last Modified: | 18 Jul 2013 04:14 |
| URI: | http://repository.ubaya.ac.id/id/eprint/3699 |
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