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PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, MANFAAT EKONOMI DAN SIKAP MEREK TERHADAP NIAT PEMBELIAN KREDIT KENDARAAN BERMOTOR PADA PT. MANDIRI TUNAS FINANCE CABANG SURABAYA

MAHARDHIKA, NURPATRIA PUSPAYUDHA PUTRANAGARA (2015) PENGARUH CITRA MEREK, KEPERCAYAAN MEREK, MANFAAT EKONOMI DAN SIKAP MEREK TERHADAP NIAT PEMBELIAN KREDIT KENDARAAN BERMOTOR PADA PT. MANDIRI TUNAS FINANCE CABANG SURABAYA. Masters thesis, STIE PERBANAS SURABAYA.

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Abstract

ABSTRACT - Until now, financial institutions doing business in Indonesia has participated in the financing for the company. Finance companies are also able to develop quite impressive that involve increasingly complex marketing strategy to attract customers to buy. The research itself is also not free from the role of customers in the finance company PT. Mandiri Tunas Finance, involving five variables, namely variable Brand Image, Brand Trust, Economic Benefits and Brand Attitude as independent variables and Purchase Intentions as the dependent variable. The sample used in this study is that consumers who come to the office of PT. Mandiri Tunas Finance Surabaya branch, excluding consumers who approached directly by Salles Officer. This study uses a quantitative research with outer and iner calculation models that include validity, reliability, and data analysis using SPSS. Analytical techniques used for all hypotheses are multiple linear regression. Tests were carried out on these customers generate: (1) The image of the brand has a significant influence on consumer purchase intention of PT Mandiri Tunas Finance, (2) trust the brand PT. Mandiri Tunas Finance has a significant influence on consumer purchase intention. (3) The economic benefits have a significant influence on consumer purchase intentions PT Mandiri Tunas Finance, (4) Attitude brand has a significant influence on consumer purchase intentions PT Mandiri Tunas Finance

Item Type: Thesis (Masters)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Magister of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 07 Sep 2017 02:52
Last Modified: 20 Nov 2017 07:10
URI: http://eprints.perbanas.ac.id/id/eprint/2341

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