PRADIPTA, BINTANG (2014) PENGARUH CITRA MEREK, KETERLIBATAN PRODUK, DAN PENGETAHUAN PRODUK TERHADAP NIAT KONSUMEN MEMBELI MINUMAN ISOTONIK POCARI SWEAT DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Brand is also a description of the types of products or services offered by the company. Brand reputation is very important to the image of the product because the main attraction in the eyes of the consumer to use the product. Sometimes the power of the brand can be deteriorated due to the decline in customer satisfaction, the company should seek to raise the image of its products in order to achieve success. The involvement of the customer to a product is a form of motivation, liveliness, charm and owned by the customer response to a product, where the product is regarded as essential in meeting the needs of the customers needed a product knowledge base the success of a product, usually through the use of / involvement in a product purchase intention is the stage prior to the purchase decision in the purchase decision process. The purpose of this research was to determine the effect of brand image, product involvement, and knowledge of the intention to buy the product. making judgment sampling technique with a total of 100 respondents. This research is done by multiple linear analysis using SPSS 18. The results of this study are significantly positive brand image influences purchase intention, product involvement significantly positive purchase intentions and product knowledge significantly positive purchase intent and brand image, product involvement, and knowledge products simultaneously positive significant purchase intention Keywords : Brand Image, Product Involvement, Product Knowledge and Purchase Intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Users 211 not found. |
| Date Deposited: | 19 May 2017 08:47 |
| Last Modified: | 19 May 2017 08:47 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1378 |
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