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PENGARUHCITRA MEREK, KEPRIBADIAN MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT PEMBELIAN KONSUMEN SMARTPHONE SONY DI SURABAYA

SHADIQ, AL IMAM JA’FAR ASH (2016) PENGARUHCITRA MEREK, KEPRIBADIAN MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT PEMBELIAN KONSUMEN SMARTPHONE SONY DI SURABAYA. Undergraduate thesis, STIE Perbanas.

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Abstract

The technology development in the globalization have made competition so tight in industry technology. At this time is device smartphone technology has been part of lifestyle everyone. This study was examining the influence of brand image, brand personality and brand trust on consumer purchase intention of Sony Smartphone in Surabaya. Where the rate a tendency consumption smartphone devided into several segments. Consumers tend to buy products with the brand image of positive or famous brand of a product. In this study examine the effect brand image, personality brand and trusted brand on the intention of the purchase of consumers smartphone sony. This study using 100 respondents with questionnaire as instrument research and processed using SPSS 16.0. The results of this study shows that brand image , personality brand and trust brand has positive effect on intention the purchase smartphone sony. Keywords: Brand Image, Brand Personality, Brand Trust, PurchaseIntention, SmartphoneSony

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.3 - PERSONNEL MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 02 Nov 2016 03:09
Last Modified: 02 Nov 2016 03:09
URI: http://eprints.perbanas.ac.id/id/eprint/322

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