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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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 > 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: | 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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