Oktaviani, Widyana (2017) Pengaruh Word Of Mouth, Citra Merek, Kualitas yang Dirasakan dan Kesadaran Merek Terhadap Niat Beli Wafer “Beng-Beng” di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
|
Text
ARTIKEL ILMIAH.pdf Download (446kB) | Preview |
|
|
Text
COVER.pdf Download (341kB) | Preview |
|
|
Text
BAB I.pdf Download (224kB) | Preview |
|
|
Text
BAB II.pdf Download (573kB) | Preview |
|
![[img]](http://eprints.perbanas.ac.id/style/images/fileicons/text.png) |
Text
BAB III.pdf Restricted to Registered users only Download (386kB) |
|
|
Text
BAB IV.pdf Restricted to Registered users only Download (660kB) |
|
|
Text
BAB V.pdf Download (300kB) | Preview |
|
|
Text
LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
This study aims to determine the effect of Word of Mouth, Brand Image, Perceived Quality and Brand Awareness toward purchase Intention on Wafer Beng-beng in Surabaya. This research is a research based on the quantitative approach, because the variables are causal, data are numbers and analyzed through such a statistical method. The source of main data of this study consists of questionnaires measured by Likert scale and distributed to as many as 130 consumers of wafer Bengbeng in Surabaya. Samples determined with a judgment sampling technique based on Non-Probability sampling category. Research data then analyzed by technique of structural equation model (SEM) using AMOS 22.0 program. The results show that Word Of Mouth has no significant effect toward Buying Intention because its effect has a p value of 0.630 (p 0.05). Brand image has significant effect toward purchase intention because its influence has p value of 0.15 (p < 0.05). Brand image has a significant effect toward perceived quality because its effect has a p value of 0.03 (p <0.05). The perceived quality has no significant effect toward purchase intention because its effect has a p value of 0.171 (p 0.05). Brand awareness has no significant effect toward perceived quality because its effect has a p value of 0.16 (p 0.05). Brand awareness has a significant effect toward buying intention because its effect has p value of 0.03 (p <0.05). Keywords: Word of Mouth, Brand Image, Perceived Quality, Brand Awareness, Purchase Intention, Wafer Beng-beng
| 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: | 10 Jan 2020 03:04 |
| Last Modified: | 10 Jan 2020 03:04 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5952 |
Actions (login required)
 |
View Item |