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Pengaruh Kesadaran Merek, Citra Merek, dan Word Of Mouth Terhadap Niat Beli Nintendo Switch di Surabaya

Putra, Andhika Persada (2017) Pengaruh Kesadaran Merek, Citra Merek, dan Word Of Mouth Terhadap Niat Beli Nintendo Switch di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

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ARTIKEL ILMIAH.pdf

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COVER.pdf

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Abstract

Every company would want the intentions to buy in their consumer. Purchase intentions could grows in the consumer when the consumer knows the brand well through the good images or surrounding environments. This study is to know how brand awareness, brand image, and word of mouth affect purchase intention of Nintendo Switch in Surabaya. Quantitative method was used in this research. To conduct this research, the data collection method was used questionnaires of 82 respondents. Multiple regression was used in this research to analyze the data statistically. The results showed that brand image and word of mouth are significantly affects purchase intentions while brand awareness is not strongly affects purchase intentions of Nintendo Switch in Surabaya. 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 Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 14 Jan 2020 08:50
Last Modified: 21 Apr 2020 01:50
URI: http://eprints.perbanas.ac.id/id/eprint/6047

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