fahmi khanifuddin, moh (2018) pengaruh citra merek, sikap merek dan preferensi merek terhadap niat beli sereal sarapan pagi merek energen di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
purpose of this study is to determine the effect of brand image, brand attitudes and brand preference toward purchase intentions. this research is a quantitative research with questionnaires survey distributed to as many as 104 respondents. data analysis techniques used to prove the hypothesis is multiple linear regression. the result of the research shows that brand image has significant influence to purchase intention. brand attitude has a significant effect on purchase intention. brand preference has significant effect on 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 |
| Date Deposited: | 29 Oct 2018 04:25 |
| Last Modified: | 29 Oct 2018 04:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/3572 |
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