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PENGARUH PENGALAMAN, CITRA MEREK, DAN PENGETAHUAN MEREK TERHADAP NIAT BELI KONSUMEN PADA GAME CONSOLE PLAYSTATION3 MEREK SONY DI SURABAYA

Nashrulloh, Jamaluddin (2014) PENGARUH PENGALAMAN, CITRA MEREK, DAN PENGETAHUAN MEREK TERHADAP NIAT BELI KONSUMEN PADA GAME CONSOLE PLAYSTATION3 MEREK SONY DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In this modern and global era, branding is important. Benefit and basic of branding still the same, but competitive in this era has increasing because the new product and new company appear. More innovative and newest product, society must be choose that brand. It happen for game console too, Sony’s company launched the game console Playstation3, but its not only Sony launch the product. The competitor has launched the product too, and Playstation3 has decreasing of sales at 2012. Therefore, this research has focused on the product of Sony, the name is Playstation3 about influence of experience, brand image, and brand knowledgeto customer’s purchase intention of game console Playstation3 Sony’s Brand in Surabaya. The methods used in research is quantitative method of primary data with questionnaire and distributed for one hundred respondents. The result of this research partially indicate that the significant positive effect of experience to customer’s purchase intention, significant positive effect of brand image to customer’s purchase intention, but brand knowledge doesn’t have significant effect to customer’s purchase intention. Result of this research simultanly indicate that experience, brand and brand knowledge has significant positive effect to customer’s purchase q.The result show, if experience and brand image increase, cutomer’s purchase intention will be increase too. Key-Words: Experience, Brand Image, Brand Knowledge, Purchase Intention

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: 24 Feb 2017 06:41
Last Modified: 24 Feb 2017 06:41
URI: http://eprints.perbanas.ac.id/id/eprint/597

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