SAPUTRA, SJAHRIR HANNA (2016) PENGARUH NAMA PRODUK,CITRA MEREK,PENGALAMAN PRODUK TERHADAP NIAT BELI CELANA JEANS LEVI’S DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this study to determine whether the product name , brand image and product experience or simultaneous partial effect on the intention to buy Levi's jeans in Surabaya . This study used a population seluru people of Surabaya who will buy a pair of Levi's jeans in Surabaya. Technic Judgement sampling using sampling where the sampling adapted to the characteristics specified by the researcher . The sample in this study using 80 respondents people of Surabaya who intend to buy a pair of Levi's Jeans . The data used are primary data . Data were collected through questionnaires surveimenggunakan . Data were analyzed using descriptive analysis , classic assumption test and multiple linear regression analysis using SPSS 16.0 . Based on the hypothesis test result is known that the name of the product has a significant influence on the intention to buy jeans Levi's in Surabaya , brand image have a negative impact signifikan on the intention to buy jeans Levi's in Surabaya , while the experience of the product has a significant effect on the intention to buy jeans Levi's in Surabaya . And simultaneously the product name , brand image and product experience with significant influence on purchase intentions Levi's jeans in Surabaya . KEYWORDS : PRODUCT NAME,BRAND IMAGE,PRODUCT OF EXPERIENCE , INTENTIONS BUY
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.3 - PERSONNEL MANAGEMENT 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 |
| Date Deposited: | 21 Jul 2017 02:43 |
| Last Modified: | 21 Jul 2017 02:45 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2176 |
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