Sholikhati, Etika (2021) Pentingnya Influencer, Komitmen Dan Daya Tarik Merek Terhadap Niat Membeli Dengan Citra Merek Sebagai Pemediasi Pada Produk Smartphone Vivo Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
ARTIKEL ILMIAH.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
COVER.pdf Restricted to Registered users only Download (1MB) |
|
|
Text
BAB I.pdf Download (1MB) | Preview |
|
|
Text
BAB II.pdf Download (1MB) | Preview |
|
|
Text
BAB III.pdf Restricted to Registered users only Download (2MB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (2MB) |
|
|
Text
BAB V.pdf Download (544kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (2MB) |
Abstract
The purpose of this study is to find out the importance of Influencers, Commitment, Brand Attractiveness with the mediation of Brand Image which in the end is the determinant of having a Vivo brand smartphone Purchase Intention. Data was collected from 128 respondents in Surabaya or domicile, who knows information about Vivo brand smartphones and have plans to buy Vivo brand smartphones in the future. Data collection techniques in this study by distributing online questionnaires using google form. The data analysis technique in this study uses primary data and uses smartPLS 3.0. The results of this study prove that Influencer, Commitment, Brand Attractiveness, Brand Image have a significant positive effect on Purchase Intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | ETIKA SHOLIKHATI |
| Date Deposited: | 11 Sep 2023 02:47 |
| Last Modified: | 11 Sep 2023 02:47 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/11408 |
Actions (login required)
 |
View Item |