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PENGARUH POSITIVE WORD OF MOUTH DAN CITRA MEREK TERHADAP NIAT PEMBELIAN PRODUK SHAMPOO PANTENE DI WILAYAH SURABAYA

PUJIANI, RAHAJENG (2014) PENGARUH POSITIVE WORD OF MOUTH DAN CITRA MEREK TERHADAP NIAT PEMBELIAN PRODUK SHAMPOO PANTENE DI WILAYAH SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Word of mouth (WOM) has been recognized as one of the most influence to doing promotion or to increase the sales. However, the consumer will be easily to knowing about the product which has been bought. Furthermore, brand image can influence a company’s future profits and long-term cash flow, a consumer’s willingness to pay premeium price, merger and acquisition decision making, stock prices, sustainable competitive advantage and marketing success. The purpose of this study is to determine whether there is influence of positive word of mouth and brand image to purchase intention of Shampoo Pantene in Surabaya. The data collected using survey technique. The respondents are consumer’s of Shampoo Pantene in Surabaya. Measured the consumer’s by using a questionnaire with a 5-point Likert style scale. This research performed two analyzes, namely: Descriptive Analysis and Path Analysis by using SPSS 18. The results of this research is that word of mouth in-group and word of mouth out-group has a significant to purchase intention and the intervening effects of brand image between the influence of word of mouth in-group and word of mouth out-group on purchase intention. Key Words: Word Of Mouth, Brand Image, Purchase 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: 14 Jul 2017 06:43
Last Modified: 14 Jul 2017 06:43
URI: http://eprints.perbanas.ac.id/id/eprint/1978

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