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PENGARUH PENGETAHUAN PRODUK, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI PADA MOBIL TOYOTA YARIS DI SURABAYA

HIDAYATI, NUR LAILY (2014) PENGARUH PENGETAHUAN PRODUK, CITRA MEREK, DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI PADA MOBIL TOYOTA YARIS DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Public demand for outomotive needs is rapidly intensifiying competition among automakers as with any type mini bus competition cars like Toyota Yaris and Honda Jazz Toyota’s achievement as the market leader is not followed by an increase in sales of one of its product lines, namely the Toyota Yaris.The purposeofthisstudy wastodeterminethefactorsthat influence purchase intention. The sampling technique used was judgment sampling.The research instrument was a questionnaire distributed to 120 respondents. The resultsofthis study indicatethat thesignificant positive effectof product knowledge to purchase intention. significant positive effectof brand imageon purchase intention. Brand trustsignificant possitve effect onpurchase intention. Thisshowsthat the product knowledge, brand image, and brand trust increased, the purchase intention on Toyota Yaris also will be increase. Keyword : product knowledge, brand image, brand trust, purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 17 Apr 2017 09:52
Last Modified: 17 Apr 2017 09:52
URI: http://eprints.perbanas.ac.id/id/eprint/744

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