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PENGARUH KEPRIBADIAN MEREK, IDENTITAS MEREK, DAN KUALITAS PRODUK TERHADAP NIAT PEMBELIAN BIO SPRAY DI SURABAYA

SUPRAPTO, MARINA SANGGARWATI (2016) PENGARUH KEPRIBADIAN MEREK, IDENTITAS MEREK, DAN KUALITAS PRODUK TERHADAP NIAT PEMBELIAN BIO SPRAY DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The purpose of this study was to determine whether the brand personality, brand identity, and product quality significantly influence purchase intention Bio Spray in Surabaya. independent variables of this study is the brand personality, brand identity and product quality, while the dependent variable in this study is the purchase intention. Methods of data collection in this study using a questionnaire. Respondents who used a total of 100 respondents who are consumers Bio Spray in Surabaya. The results of this study are the brand's personality significantly influence purchase intention Bio Spray whereas, brand identity and product quality is not having an effect significantly. Brand personality, brand identity, and product quality simultaneously significantly influence purchase intention. Keywords: Brand Personality, Brand Identity, Product Quality on 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: 22 Nov 2017 05:33
Last Modified: 22 Nov 2017 05:33
URI: http://eprints.perbanas.ac.id/id/eprint/2438

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