LAELA, ALFU (2015) PENGARUH KECINTAAN MEREK DAN CITRA MEREK TERHADAP WORD OF MOUTH PENGGUNA TUPPERWARE DI SURABAYA. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This research as a purpose for understanding how many great influence quality brand love and brand image to word of mouth all employing of the Tupperware at Surabaya city. Population for use this research is already employing expense to buy minimal third times for period the time third mouth at Surabaya. Sample for this research are 66 respondent and removal technique sample the usingly is non-probality sampling with judgment sampling. Instrument analysis for purpose is Regression analysis linier handicap. Result for this research indicate that statistical variable brand love had influence the most great about word of mouth to large 0,264 which the time that at variable brand image had influence to small with value 0,031. Result from trial hipotesys with using experiment (Y) which point us that second variable indipendent which between brand love (X1) and brand image (X2) that evidence research influence independent variable that is word of mouth (Y). Experiment result F for this reseach point out result that variable brand love and brand image is suitable for examine word of mouth. Research also result point out adjusted R square to district the value great 0,213 from word of mouth be able to district by the second variable independent inside similitary regression average remainder 0,787 to district by other variable upon outside from the second variable independent which use at this research. Keywords: brand love, brand image and word of mouth
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 21 Jul 2016 09:59 |
| Last Modified: | 21 Jul 2016 09:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/92 |
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