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PENGARUH CITRA MEREK, KESADARAN MEREK, DAN KUALITAS PRODUK TERHADAP NIAT BELI SEPEDA MOTOR MATIC SUZUKI DI SURABAYA

WIBOWO, GIOVANI ANGGASTA (2014) PENGARUH CITRA MEREK, KESADARAN MEREK, DAN KUALITAS PRODUK TERHADAP NIAT BELI SEPEDA MOTOR MATIC SUZUKI DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

It has been the fact that brand image has important role in influencing consumer’s behavior when consuming products or services. This is because a good band of any product or service can fullfill consumer needs . In tuirns, the xconsumer make it as arefernce for others. In addition, brand awareness facilitates the consumer to remember and recognize product category. Such behavior is supported by quality of produ ct that can support added value , especially the good quality products or services.Thus, brand image and brand awarenes are important variables. They aleo required by businessman of motorcycle industries in Indonesia. They need a trategy how to compete in best selling of motorcycle in Surabaya. This researc h used 80 respondents take from Suzuki automatic users in Surabaya. The analyis was done by using SPSS version 16. It can be concluded that brand image and quality of product have significant effect on purchase intention but brand awareness doesn’t have significant effect on it. The implication is that Suzuki industries should magnify brand awareness from marketing advertisement. Keywords: Brand, Image, Awareness, Quality, 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 08:44
Last Modified: 14 Jul 2017 08:44
URI: http://eprints.perbanas.ac.id/id/eprint/1993

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