OKTAFIANA, OKTAFIANA (2013) Pengaruh Negara Asal, Pengetahuan Produk, dan Citra Merek terhadap Minat Pembelian pada pengguna Laptop Asus di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The purpose of this study was to determine how much influence from the country of origin, product knowledge and brand image against interest in purchasing the Asus laptop users in Surabaya, see the many factors that affect the purchase interests.Kuesioner just focus on the area of Surabaya. In this study, a total of 110 taken sempel asus laptop users, conducted interviews and distributed questionnaires and in return are direct. Desain this study was non-probability sampling. Data analysis technique used is descriptive and statistical analysis. Analysis using multiple linear regression analysis through SPSS 19 software program for windows. The results of this study indicate that country of origin has a positive significant effect on interest in the purchase, and brand image also significantly positively tehadap interest purchase. Whereas for product knowledge no significant effect on interest in the purchase. Keywords : Country of origin, Product Knowledge, Brand Image, Purchase Intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Magang Magang |
| Date Deposited: | 06 Nov 2019 10:21 |
| Last Modified: | 06 Nov 2019 10:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5241 |
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