AGUSTIN, DWI ANITA (2014) Pengaruh Word of Mouth dan Nama Merek pada Kepercayaan Merek terhadap Niat Pembelian pada Mobil Toyota Agya di Kota Surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this study was to assess the effect of word of mouth on brand trust, the effect on the brand name to brand trust, the effect of brand trust on purchase intentions Toyota Agya in Surabaya. Targets to be achieved in this study is word of mouth positive significant effect on brand trust, positive significant brand names on brand trust, significant positive brand trust on purchase intentions. The data used is primary data using 120 respondents. The primary data from the respondent were taken using questionnaires that has been tested in term of validity and realibility. Data collection techniques used purposive sampling and retrieval techniques in the study sample also uses non probbilitas (non-probability sampling method / non-randomly sampling). The data then were analyzed using (SEM) on AMOS 21.0. the research result was that word of mouth positive significant effect on brand trust, positive significant brand names on brand trust, significant positive brand trust on purchase intentions. Keywords: Word of Mouth, Brand Name, Brand Trust and Purchase 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: | 14 Jul 2017 04:39 |
| Last Modified: | 14 Jul 2017 04:39 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/1974 |
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