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PENGARUH KECINTAAN MEREK DAN CITRA MEREK TERHADAP WORD OF MOUTH PENGGUNA TUPPERWARE DI SURABAYA

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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ALFU LAELA_8101_artikel ilmiah.pdf

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ALFU LAELA_8101_COVER.pdf

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ALFU LAELA_8101_BAB I.pdf

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ALFU LAELA_8101_BAB II.pdf

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ALFU LAELA_8101_BAB III.pdf
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ALFU LAELA_8101_BAB IV.pdf
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ALFU LAELA_8101_BAB V.pdf

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ALFU LAELA_8101_Lampiran.pdf
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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 > 658 - GENERAL MANAGEMENT
600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.83 - MARKET RESEARCH
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
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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