SUGIHARTO, MARIO (2015) PENGARUH IDENTITAS MEREK, PENGETAHUAN MEREK DAN KEPERCAYAAN TERHADAP NIAT PEMBELIAN PRODUK LIFEBUOY SABUN MANDI ANTISEPTIK DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Purchase intention represents the possibility that consumers will plan or be willing to purchase a certain product or service in the future. Also, it can be defined as consumers intention to buy a specific brand which they has chosen for themselves after certain evaluation. Researcher wants to prove the truth of that theory by using brand identity, brand knowledge, and trust as independent variable. This research aims to know the effect of brand identity, brand knowledge, and trust on purchase intention of Lifebuoy soap antiseptic product. The sample on this research using 160 respondents in Surabaya by distributing questionnaires, who have not yet used Lifebuoy soap antiseptic by using judgement sampling methods. The analysis technique used was SEM methods. The results of this research showed that brand identity has an effect to trust and trust has an effect to purchase intention. While brand knowledge has no an effect to purchase intention. Keywords : brand identity, brand knowledge, trust, 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: | 13 Apr 2017 10:12 |
| Last Modified: | 13 Apr 2017 10:12 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/780 |
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