MANGIKINI, DESSY PUSTAKAWATI (2016) PENGARUH CITRA MEREK DAN KECINTAAN MEREK TERHADAP WOM SERTA DAMPAKNYA PADA PERILAKU PEMBELIAN KONSUMEN KOSMETIK SARIAYU DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
The purpose of this Research determine whether the Brand Image, Brand Love on Word Of Mouth (WOM) has a significant influence either simultaneously or partially to consumer buying behavior. This study used the entire population of people who Surabaya buying and using cosmetic products Sariayu. The sample in this research used Judgement Sampling and used 100 respondents people of Surabaya has buying and using cosmetic products Sariayu. Data collection methods through was collected using a questionnaire. Data analysis using descriptive analysis.Based on a calculation and hypothesis result, noted that Brand Image has a significant impact on WOM, while Brand Love has no significant impact on WOM of Sariayu cosmetics in Surabaya. WOMhaspositive impact on Consumer Behavior Purchase to Sariayucosmetic. Keywords: Brand Image, Brand Love, WOM, Consumer Buying Behavior.
| 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 |
| Date Deposited: | 04 Sep 2017 08:11 |
| Last Modified: | 04 Sep 2017 08:11 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2271 |
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