PENGARUH KEPERCAYAAN MEREK DAN CITRA MEREK TERHADAP NIAT BELI KOPI KAPAL API DI SURABAYA

SETIAWAN, DEDDY (2015) PENGARUH KEPERCAYAAN MEREK DAN CITRA MEREK TERHADAP NIAT BELI KOPI KAPAL API DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

This study discusses the brand trust and brand image on purchase intention Coffee of kapal api in Surabaya. The purpose of this research are: 1) To examine the effect of brand trust on purchase intention coffee “Kapal Api” 2) To examine the influence of the brand image on purchase intention coffee “Kapal Api” . 3) To examine the simultaneous effect of brand trust and brand image on purchase intention coffee “Kapal Api” . researchers used a quantitative approach based on a survey with a sample of convenience sampling and purposive sampling. This study of 100 consumers taken Coffee “Kapal Api” in Surabaya while data collected using a questionnaire and analyzed using SPSS 16.0 Results showed that the Trust brand have a positive impact not significanton to purchase intentions. Then the brand image also have a positive impact not significanton to purchase intention. Simultaneously, brand trust and brand image have a positive impact and no significant effect on purchase intentions. It can be said that respondents feel agree with the Brand Trust and a good brand image of the products coffee “Kapal Api”. but the assessment of consumers who agree on Coffee “Kapal Api”, did not much affect the consumers to make purchase Intention. Keywords : Brand trust, brand image, 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 Surabaya
Date Deposited: 26 Apr 2017 10:18
Last Modified: 26 Apr 2017 10:18
URI: http://eprints.perbanas.ac.id/id/eprint/966

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