Pengaruh Kesadaran Merek, Citra Merek, Kualitas Layanan Dan Kepuasan Pelanggan Terhadap Niat Beli Konsumen Di Matahari Department Store Di Surabaya

Utami, Siti Marisa (2019) Pengaruh Kesadaran Merek, Citra Merek, Kualitas Layanan Dan Kepuasan Pelanggan Terhadap Niat Beli Konsumen Di Matahari Department Store Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to determine the effect of brand awareness, brand image, service quality and customer satisfaction on buying intentions at Matahari department store in Surabaya. The sampling technique in research uses non probably sampling. The data collection technique in this study uses a questionnaire addressed to 130 respondents who are prospective buyers at Matahari department store in Surabaya. The data analysis technique in this study used descriptive analysis, classical assumption test, and multiple linear regression analysis using SPSS 20.0. The independent variables in this study are brand awareness, brand image, service quality and customer satisfaction with the dependent variable, namely purchase intention. The results of this study indicate that brand awareness, brand image, service quality and customer satisfaction simultaneously have a significant positive effect on purchase intention at Matahari department store in Surabaya. Keywords: Brand Awareness, Brand Image, Service Quality, Customer Satisfaction, Purchase Intention

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: 23 Oct 2019 02:32
Last Modified: 23 Oct 2019 02:32
URI: http://eprints.perbanas.ac.id/id/eprint/5186

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