Yar, Saiyaf (2015) PENGARUH KESADARAN, LOYALITAS, ASOSIASI MEREK, DAN PERSEPSI KUALITAS TERHADAP PERILAKU PEMBELIAN KONSUMEN PADA MEREK PASTA GIGI PEPSODENT DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
This Research make quantitative method and the purpose is to determine of effect brand awareness, brand loyalty, brand association and quality perception on the buying behavior of consumers in Pepsodent toothpaste brand. This research used a type of primary data with questionnaires and judgmental sampling technique. The respondent in this study is a population living in surabaya with over 19 years of age criteria. The sample of this research is Pepsodent toothpaste users with 100 respondents. The results of this research indicate that brand loyalty and quality perception has significant influence on consumer buying behavior. Brand loyalty has the highest effect on consumer buying behavior. The results also showed that brand awareness and brand association have no significant effect on consumer buying behavior. Keywords : brand awareness, brand loyalty, brand association, perceived quality, and consumer buying behavior.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.82 - SALES PROMOTION |
| Divisions: | Bachelor of Management |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 16 Feb 2017 08:48 |
| Last Modified: | 16 Feb 2017 08:48 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/557 |
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