Pengaruh Brand Association, Perceived Quality, Dan Word of Mouth Terhadap Purchase Intention (Studi Kasus Pada Lila Catering Kediri)
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Abstract
This study has a limited space on the aspect of human resource management to determine the influence of Brand Association, Perceived Quality, Word of Mouth, and Purchase Intention. In this study, the researcher used multiple linear regression analysis techniques. The results of this study show the value of the coefficient of determination (R Square) of 0.897 or 89.7%, meaning that Brand Association, Perceived Quality, and Word of Mouth can contribute to Purchase Intention by 89.7%. Based on the results of the t-test, the relationship between each independent variable and the dependent variable can be seen from the significance value
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