PRADATA, IRWANSYAH (2015) PENGARUH CITRA MEREK, KEPRIBADIAN MEREK, DAN PENGETAHUAN PRODUK TERHADAP NIAT PEMBELIAN KOPI KAPAL API DAN TOP KOPI DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
At the present time the people of indonesia already has a fairly complex needs. There are so many needs that must be fulfilled every day, it makes every individual become more busy and prefer to something more practical . Practical things that we often used is in the beverage, because of the limitations time every individual would prefer drinks that are practical and easy to carry around and can be drunk anywhere with friends. In this era beverage are frequently chosen to fullfiled their needs and as a dish of society is coffee. With the increasing demand for coffee, coffee producers in indonesia should further improve the quality of their brand because of increasing competition . This study is examines the brand image, brand personality, and product knowledge of purchase intention of kapal api coffee and TOP coffee in surabaya. This study has 148 respondents with questionnaire as a research instrument and processed using spss 16.0. In partially brand image, brand personality have significant effect to influence purchase intention but product knowledge has insignificant effect to influence purchase intention . In simultaneous brand image, brand personality and product knowledge have significant effect of purchase intention . Keyword : Kapal Api coffee and Top coffee, brand image, brand personality, product knowledge, purchase intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 07 Apr 2017 10:21 |
| Last Modified: | 07 Apr 2017 10:21 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/716 |
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