Pengaruh Kesadaran Merek, Citra Merek dan Word Of Mouth (WOM) Terhadap Niat Beli Toyota Agya di Surabaya

Alamsyah, Ibram (2017) Pengaruh Kesadaran Merek, Citra Merek dan Word Of Mouth (WOM) Terhadap Niat Beli Toyota Agya di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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Abstract

This study aims to determine the effect of Brand Awareness, Brand Image and Word Of Mouth Intentions to Buy Toyota Agya in Surabaya. This research by using quantitative research approach, because the variable nature of causation, in which research data is numeric and analyzed through statistical methods. The main data sources this study came from questionnaires that measured with Likert scale and distributed as many as 150 respondents Toyota Agya in Surabaya. Samples were selected by purposive sampling technique in the category Nonprobality sampling. Data were analyzed with SPSS 16.0. The results of this study showed that significantly influence the Brand Awareness Intention Buy because of his influence had a p-value of 0.000 (p <0.05). Furthermore, this study demonstrated that significantly influence the Brand image Intention Buy because of his influence had a p-value of 0.000 (p <0.05). And then for this study show that the Word Of Mouth significant effect on the intention Buy because of his influence had a p-value of 0.005 (p <0.05). Keywords: Brand Awareness, Brand Image, Word Of Mouth, 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: 14 Jan 2020 08:42
Last Modified: 14 Jan 2020 08:42
URI: http://eprints.perbanas.ac.id/id/eprint/6043

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