AGUSTINE, VENNY (2016) PENGARUH ELEMEN EKUITAS MEREK DAN WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA WIMCYCLE DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Surabaya is a city that has a large population with a great economy in Indonesia. Many industries count to empower the image of this city. One of companies is cycle manufaturer of wimcycle. This makes the researchers interested to studying about the power of brand owned by Wimcycle in the minds of consumers in the city of Surabaya. This study focused on the influence of the brand equity and word of mouth on consumer buying behavior Wimcycle Bike in Surabaya. The data obtained through methods studied distributing questionnaires to 90 customer Wimcycle in the city of Surabaya, sampling techniques using non-probability sampling and purposive sampling techniques. The analysis used multiple regression analysis, while the stages are validity, reliability test, t-test, coefficient determination partial and regression analysis. The result in this study is variable Perceived quality, Brand awareness, Brand Association, Brand Loyalty and Word of Mouth influential not significantly to decision variables product purchasing decisions wimcycle. Key-word : Brand Equty, Perceived Quality, Brand Awareness, Brand Association, Brand Loyalty, word of mouth, purchase decision.
| 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: | 02 Aug 2017 03:29 |
| Last Modified: | 02 Aug 2017 03:29 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/2552 |
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