ARDIANSYAH, JUHAN TANJUNG (2013) PENGARUH HARGA, CITRA MEREK DAN PERSONALITAS MEREK TERHADAP PREFERENSI MEREK PADA LAPTOP HEWLLET PACKARD (HP). Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The tittle of this research is “The effect of Price, Brand Image and Brand Personality toward Brand Preference of Laptop Hewllet Packard (HP)”, which aims to know the effect of marketing effort in affect image of a product. The object in this research is laptop because laptop are product that usually used by many people. Nowadays laptop are very usefull and have much variety. Price is one of the marketing mix element that requires a deep consideration by evaluate some price dimension. Brand image is defined as consumer perceptions against a brand. Brand personality is formed through the attitude of consumer to a certain brand. Multiple linear regression with SPSS 19.0 program has been used to analyze the data collected from 120 customers of Laptop Hewllet Packard in Surabaya. Independent variable in this research are the effect of price(X1), brand image(X2) and brand personality (X3). To test the validity, significance of all the indicator variable value less than 0,05 so as to be valid.The result of this research conducted that the effect of price significantly by 0.037. Significance value of brand image is 0.047, and significance value of brand personality is 0.000. Among this independent variable, brand personality has the biggest effect for brand preference. Keywords : The effect of price, brand image, brand personality, brand preference, laptop Hewllet Packard
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 23 May 2017 01:42 |
| Last Modified: | 23 May 2017 01:42 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1287 |
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