Herwanto, Pricillia Pratidina (2014) PENGARUH PERSEPSI MEREK MEWAH, PENGARUH SOSIAL, SIFAT SOMBONG TERHADAP NIAT BELI PADA APPLE IPHONE DI SURABAYA. Undergraduate thesis, STIE PERBANAS.
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Abstract
The existence of purchase intention can not be separated from social influence and trait of consumers to buy luxury items with expensive prices. The purpose of this research was to examine whether there is a significant positive effect between each variables (luxury brand perception, social influence and trait of vanity) on purchase intention. To measure those variables, the researcher used a 5-point Likert scale. Methods of data collection in this study used questionnaires by non-random sampling technique (Judgement Sampling). The research object of this study are 115 respondents who have an Apple iphone in Surabaya. To answer the problem and test the hypothesis, the data were analyzed using SEM (Structural equation modeling). The researcher wanted to prove that the trait of vanity has a role in luxury brand purchase intention, so there should be re-evaluation on Apple iphone consumers in Surabaya. The expected result from this study is luxury brand perception, social influence and trait of vanity have a significant influence on purchase intention. Keywords : luxury brand preception, social influence, trait of vanity, purchase intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 27 Feb 2017 04:23 |
| Last Modified: | 27 Feb 2017 04:23 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/606 |
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