Pengaruh Kesadaran Merek, Asosiasi Merek, Kualitas Merek Dan Kebanggaan Merek Terhadap Niat Pembeliansepatu Adidas Di Surabaya

Wildan, Nur Muhammad (2018) Pengaruh Kesadaran Merek, Asosiasi Merek, Kualitas Merek Dan Kebanggaan Merek Terhadap Niat Pembeliansepatu Adidas Di Surabaya. Undergraduate thesis, STIE PERBANAS.

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Abstract

The purpose of this study is to determine brand awareness, brand association, brand quality, brand pride in the exclusive purchase intention with the data analysis technique used is the MRA test and classical assumptions. Respondents who were sampled were 100 people with criteria for Adidas shoes enthusiasts in Surabaya, who were interested in making an intention to purchase Adidas shoes. Based on the results of the study, negative brand awareness was not significant to purchase intentions. Brand associations have a significant positive effect on purchase intentions. Brand quality has a significant positive effect on purchase intentions. Brand pride has a significant positive effect on purchase intentions. To increase the purchase intention of Adidas shoes in Surabaya, there must be promotion, advertising by the company so as to increase consumer purchase intentions. Keywords: brand awareness, brand association, brand quality, brand prestige and purchasintention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 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/5437

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