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PENGARUH PERSEPSI MEREK MEWAH DAN CITRA MEREK TERHADAP NIAT MEMBELI HANDPHONE BLACKBERRY 10 DI SURABAYA

ZULKARNAIN, BAHRI (2014) PENGARUH PERSEPSI MEREK MEWAH DAN CITRA MEREK TERHADAP NIAT MEMBELI HANDPHONE BLACKBERRY 10 DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In this modern and global era, branding is important. Benefits and basic of branding still the same, but competitive in this era has increasing because the new products and new companies appear. More innovative products and newest product, society must be choose that brand. It happens to the products of cellular phones as well, Blackberry’s company launched the mobile phone Blackberry 10, but its not only Blackberry launch the product. The competitor has launched the product too, and Blackberry 10 has decreasing of sales at 2012. Therefore, has focused on the product of Blackberry’s, the name is Blackberry 10 about influence of luxury brand perception and brand image on purchase intention of mobile phone Blackberry 10 in Surabaya. The method used research is quantitative methode of primary data with questionnaire. Key-Words : Luxury Brand Perception, Brand Image, Purchase Intention xii

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: 11 Jul 2017 07:45
Last Modified: 11 Jul 2017 07:45
URI: http://eprints.perbanas.ac.id/id/eprint/1946

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