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PENGARUH KESADARAN MEREK, PENGETAHUAN MEREK, DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI MAHASISWA PADA LAPTOP TOSHIBA DI SURABAYA

LISTANTO, ADITYA HERU (2014) PENGARUH KESADARAN MEREK, PENGETAHUAN MEREK, DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI MAHASISWA PADA LAPTOP TOSHIBA DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Brand awareness and brand knowledge is needed businesses leaders in competition industry to facilitate customers to remember the marketed brand and introduced the characteristics of the brand in customer's minds in order consumers to make the brand as one of the reference when they will make a purchase. Although, the Brand Trust is required to make the brand as a top priority. Industries that associated with technology are experiencing rapid development in Indonesia, especially the laptop industry in Indonesia, which is experiencing an increase growth among students. In this research, is examined about relationships of Brand Awareness, brand knowledge , and Brand Trust against student's purchase Intention of Toshiba Laptops in Surabaya. This research has a student population of Toshiba Laptop Users in Surabaya. Samples were distributed are 80 questionnaires and data was processed using SPSS 16.0. Partially, brand awareness and brand knowledge has no significant effect on purchase intention, but, brand trust has significantly affect with purchase intention. Simultaneously, brand awareness, brand knowledge, and brand trust has a significant effect on purchase intention Keywords: Awareness, Knowledge, Trust, Brand, 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 07:11
Last Modified: 14 Jul 2017 07:11
URI: http://eprints.perbanas.ac.id/id/eprint/1981

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