Pengaruh kesadaran merek, citra merek, dan word of mouth (wom), terhadap niat beli sepatu kickers di surabaya

Aziz, Amirul (2018) Pengaruh kesadaran merek, citra merek, dan word of mouth (wom), terhadap niat beli sepatu kickers di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Purpose of this study is to examine the effect of Brand Awareness, brand image, and Word Of Mouth (WOM) on the purchase intention of shoes of Kickers in Surabaya. This research is quantitative research with survey method. Source of data derived from the questionnaire measured by Likert scale and the results were analyzed by multiple linear regression method. The result of the research shows that brand awareness get tcount of 3,479 supported by significance 0,001 (p <0,05) so that brand awareness have significant effect to buying intention. Brand image get tcount of 3,616 supported by significance 0,001 (p <0,05) so that brand image have significant effect to purchase intention. Word of mouth gets t count of 4,264 supported by significance 0.000 (p <0,05) so word of mouth have significant effect to purchase intention. Brand awareness, Brand Image and Word of Mouth have the same significant effect on Buying Purpose dependence because Fcount is 23,844 with significant value 0,000 (p <0,05). The coefficient of R square is 0.505 then indicates the variation changes that occur in the dependent variable of 50.5% which can be explained together by the independent variables and the remaining 49.9% is caused by other variables outside the three independent variables used in this research. Keywords: Brand Awareness, Brand Image and Word of Mouth, purchase intentions, kickers

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 26 Oct 2018 02:33
Last Modified: 26 Dec 2018 08:55
URI: http://eprints.perbanas.ac.id/id/eprint/3514

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