Pengaruh Citra Merek, Sikap Merek, Preferensi Merek, Terhadap Niat Beli Pada Produk Teh Pucuk Harum di Surabaya

Agustin, Emilia (2017) Pengaruh Citra Merek, Sikap Merek, Preferensi Merek, Terhadap Niat Beli Pada Produk Teh Pucuk Harum di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

The purpose of this research is to determine the influence of brand image, brand attitude and brand preference of the purchase intention pucuk harum tea in surabaya. The variable used in this research were brand image, brand attitude, brand preference, and purchase intention. This research used judgement sampling technique in order to get samples. Structural Equation Modeling AMOS was used for the analysis technique in this research with 130 respondent. The result of this study proves that the brand attitude have a significant influence on brand image but no significant influence on purchase intention. Brand attitude have a significant influence on brand preference. Brand preference have significant influence on purchase intentions. Keyword :Brand Image, Brand Attitude, Brand Preference, and Purchase Intention.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 13 Jan 2020 07:50
Last Modified: 13 Jan 2020 07:50
URI: http://eprints.perbanas.ac.id/id/eprint/5994

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