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Pengaruh Word Of Mouth, Citra Merek, Kualitas yang Dirasakan dan Kesadaran Merek Terhadap Niat Beli Wafer “Beng-Beng” di Surabaya

Oktaviani, Widyana (2017) Pengaruh Word Of Mouth, Citra Merek, Kualitas yang Dirasakan dan Kesadaran Merek Terhadap Niat Beli Wafer “Beng-Beng” di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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ARTIKEL ILMIAH.pdf

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Abstract

This study aims to determine the effect of Word of Mouth, Brand Image, Perceived Quality and Brand Awareness toward purchase Intention on Wafer Beng-beng in Surabaya. This research is a research based on the quantitative approach, because the variables are causal, data are numbers and analyzed through such a statistical method. The source of main data of this study consists of questionnaires measured by Likert scale and distributed to as many as 130 consumers of wafer Bengbeng in Surabaya. Samples determined with a judgment sampling technique based on Non-Probability sampling category. Research data then analyzed by technique of structural equation model (SEM) using AMOS 22.0 program. The results show that Word Of Mouth has no significant effect toward Buying Intention because its effect has a p value of 0.630 (p  0.05). Brand image has significant effect toward purchase intention because its influence has p value of 0.15 (p < 0.05). Brand image has a significant effect toward perceived quality because its effect has a p value of 0.03 (p <0.05). The perceived quality has no significant effect toward purchase intention because its effect has a p value of 0.171 (p  0.05). Brand awareness has no significant effect toward perceived quality because its effect has a p value of 0.16 (p  0.05). Brand awareness has a significant effect toward buying intention because its effect has p value of 0.03 (p <0.05). Keywords: Word of Mouth, Brand Image, Perceived Quality, Brand Awareness, Purchase Intention, Wafer Beng-beng

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: 10 Jan 2020 03:04
Last Modified: 10 Jan 2020 03:04
URI: http://eprints.perbanas.ac.id/id/eprint/5952

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