Pengaruh Citra Merek, Cinta Merek Dan Kepercayaan Merek Terhadap Word Of Mouth Pada Pengguna Mobil Toyota Di Surabaya

Zabad, Ibnu Sina Al Firu (2018) Pengaruh Citra Merek, Cinta Merek Dan Kepercayaan Merek Terhadap Word Of Mouth Pada Pengguna Mobil Toyota Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This research aims to determine the effect of brand image, brand love, and brand trust to word of mouth simultaneously. This research includes the development of research with reference to the journals and books that guide researchers. Determination of the subject is done by purposive sampling, which consists of a large sample of 110 respondents in accordance with the theory used. Data collected with questionnaire. This questionnaire is used to determine how much influence the brand image, brand love, and brand trust in influencing word of mouth. Data were analyzed by descriptive quantitative. The results showed that brand image and brand trust has an positive significant effect on word of mouth. But brand love has an positive effect on but not significant word of mouth. Keywords: Brand Image, Brand Love, Brand Trust, Word of Mouth

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: 08 Nov 2019 01:36
Last Modified: 08 Nov 2019 01:36
URI: http://eprints.perbanas.ac.id/id/eprint/5445

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