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Kesadaran Merek, Citra Merek, Kualitas Yang Dirasakan Dan Pengaruhnyaterhadap Niat Beli Sepeda Motor Honda Vario Di Surabaya

Widjanarko, Geby Laylany (2019) Kesadaran Merek, Citra Merek, Kualitas Yang Dirasakan Dan Pengaruhnyaterhadap Niat Beli Sepeda Motor Honda Vario Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The brand image makes the company have a competitive advantage over a product in creating a relationship between consumers and producers. The brand image helps to realize the company's goals so that products received by consumers various promotional techniques in business scenarios are used by marketers to influence consumer purchase intentions in terms of motorcycle products in particular Honda Vario brand. Brand awareness is a key element of a brand that has reached the dominant level of awareness that a customer who has brand awareness can automatically explain the brand elements without being helped. The perceived quality is the whole of views and evaluations or evaluations in quality and excellence to serve customers to increase sales and increase consumer purchase intention. Through this research, efforts have been made to find out brand awareness, brand image and perceived quality which is considered to have an impact on purchase intention towards. To conduct this research, data collected through purposive sampling from 130 respondents through descriptive research design techniques. Then the data are analyzed and the hypothesis is tested using multiple regression techniques. The results showed that brand awareness, brand image, perceived quality affected purchase intention. Keywords : Brand awareness, Brand image, Perceived quality and 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 Oct 2019 01:52
Last Modified: 22 Oct 2019 01:52
URI: http://eprints.perbanas.ac.id/id/eprint/5145

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