PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KEPERCAYAAN MEREK TERHADAP WORD OF MOUTH PRODUK IPHONE DI SURABAYA

ANASTASIA, KARINA ASTRID (2015) PENGARUH IDENTITAS MEREK, KOMITMEN MEREK, KEPERCAYAAN MEREK TERHADAP WORD OF MOUTH PRODUK IPHONE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

In the current era of globalization, rapid technological developments led to increasing business competition. Over the last decade, the brand has an important role for the survival of the company. Brand identity is important in the management of the brand, as more and brand development. At this time, the smartphone has become a necessity for most people in the various countries, the information required by the community, encouraging technology creates sophisticated smartphone, so there are some smartphones that large-scale industrialworld are now competing in the competitive business that is Apple. This can occur due to a more rapid increase sales of competitors, on the other hand can also be indicated commitment and communication mouth (wordof mouth) to thei Phone product that affects whether or not rapid sales growth impact on the iPhone's market share decreased. 120 Questionnaire collected data is checked by using a 22:00 AMOS software in structural equation modeling style and all assumptions were confirmed. Creation of trust also can increase the desire began to use or use sustainably for the prospect or customer. In the study the result of a brand identity affects the brand commitment, brand trust and also WOM. Keywords : Brand Identity, Brand Trust, Brand Commitment, and Word of Mouth

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 26 Apr 2017 08:59
Last Modified: 26 Apr 2017 08:59
URI: http://eprints.perbanas.ac.id/id/eprint/948

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