Rahmani, Nabila (2016) PENGARUH KUALITAS PRODUK, INFORMASI LISAN, DAN CITRA MEREK TERHADAP NIAT BELI KONSUMEN IPHONE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study is to test the effect of product quality, word of mouth and brand image of the purchase intention iPhone in Surabaya. Models and hypothesis were tested with a sample of 120 respondents. Data were Analyzed using multiple linear regression analysis. Results of the the data found that the product quality, word of mouth and brand image has a significant positive influence on purchase intentions. This study shows that the brand image plays an important role towards a product, with good product quality and the word of mouth is more influential in purchase intention. Keywords: Product Quality, Word of Mouth, Brand Image, Purchase Intention, multiple linier regression analysis
| Item Type: | Thesis (Undergraduate) |
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| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 382 - INTERNATIONAL COMMERCE 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 10 Nov 2016 01:48 |
| Last Modified: | 10 Nov 2016 01:57 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/412 |
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