PRAYOGI, EDWIN DWI (2015) PENGARUH CITRA MEREK, LOYALITAS MEREK, HARGA DISKON TERHADAP NIAT PEMBELIAN PC TABLET SAMSUNG DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The presence of several brands in PC (personal computer) industry has been proven to be beneficial for customers in terms of the options available, on the other hand has led to competition between existing brands. The purpose of this study is to determine whether the brand image, brand loyalty, and discount price has positive and significant effect on purchase intentions. Variables that support this research is brand image, brand loyalty, discount prices. The technique used is multiple linear regression and its analysis tools is SPSS version 16.00. Data collecting method in this research is using questionnaire and distributed as 120 samples, by using non probability sampling technique and sampling category that is judgement sampling. The results of this study are brand image has no significant and positive effect whereas brand loyalty and discount prices has positive and significant impact. Keywords: Brand image, brand loyalty, discount price, 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 09:55 |
| Last Modified: | 13 Apr 2017 09:55 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/793 |
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