Pengaruh Harga, Citra Merek, dan Word Of Mouth terhadap Niat Beli Smartphone Xiaomi di Kota Surabaya

Oktavianti, Emma (2021) Pengaruh Harga, Citra Merek, dan Word Of Mouth terhadap Niat Beli Smartphone Xiaomi di Kota Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.

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Abstract

The purpose of this study was to determine the effect of price, brand image, and Word Of Mouth on the purchase intention of xiaomi Smartphones in Surabaya. The samples in this study were xiaomi Smartphone users in Surabaya as many as 30 small samples and 100 large samples with the sampling technique used is purposive sampling. The method used in this research is to distribute a questionnaire in the form of Google Form. The data analysis technique of this research is SmartPLS Version 3.0. The results of the analysis in this study are Price has a positive and significant effect on Purchase Intention of Xiaomi Smartphones in the City of Surabaya, Brand Image has a positive and significant influence on Purchase Intentions of Xiaomi Smartphones in Surabaya City, and Word Of Mouth has a positive and significant effect on Purchase Intentions of Smartphones. Xiaomi in Surabaya City. Key word: Price, Brand Image, Word of Mouth, Smartphone

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: EMMA OKTAVIANTI
Date Deposited: 05 Jan 2022 07:31
Last Modified: 05 Jan 2022 07:31
URI: http://eprints.perbanas.ac.id/id/eprint/8492

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