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PENGARUH CITRA MEREK DAN SELEBRITI PENDUKUNG TERHADAP NIAT BELI YAMAHA MIO DI SURABAYA

AZIZ, ALFI HANIFUDIN (2015) PENGARUH CITRA MEREK DAN SELEBRITI PENDUKUNG TERHADAP NIAT BELI YAMAHA MIO DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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ARTIKEL ILMIAH.pdf

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COVER.pdf

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BAB I.pdf

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BAB II.pdf

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BAB III.pdf
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BAB IV.pdf
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BAB V.pdf

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Abstract

The purpose of this study is to examine the dirrect effect of brand image, and celebrity endorsment on purchase intention of Yamaha Mio in Surabaya. According to population characteristic, this study analyzing a set of 100 respondent. This study uses the multiple regretion analysis programming with spss 16.0 for windows software to show that brand image has a significant direct effect on purchase intention of Yamaha Mio in Surabaya partially. Then, celebrity endorsment has significant direct effect on purchase intention of Yamaha Mio in Surabaya. The result show that a good brand image and celebrity endorsment can improved a purchase intention of Yamaha Mio. Keywords: brand image, celebrity endorsment, purcahes intention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 06 Jul 2017 03:49
Last Modified: 13 Dec 2017 03:46
URI: http://eprints.perbanas.ac.id/id/eprint/1628

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