SETIAWAN, RIZAL BAGUS (2014) PENGARUH CITRA MEREK, BINTANG IKLAN, DAN KESADARAN MEREK TERHADAP NIAT BELI KONSUMEN PADA KECAP MANIS ABC DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.
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Abstract
Customer’s Purchase Intention is influenced by many factors. Consumers have to choose the product what they need. The purpose of this study is to examine the influence of Brand Image, Celebrity Endorsement, and Brand Awareness on Customer’s Purchase Intention of ABC Sweet Soy in Surabaya. This research use questionnaire as an instrument to get the response of the respondent. A questionnaire was spread to one hundred people who buying and consuming the ABC sweet soy in Surabaya. Multiple Regression Analyse is used to examine the effect of the independent variables on dependent variable. The findings of this study shows celebrity endorsement and brand awareness has positive significant effect on consumer’s purchase intention, but not to brand image. The implication of this research, the company should strenghter the brand awareness and should be selective to choose celebrity as endorsement on its advertising. Keywords: Brand Image, Celebrity Endorsement, Brand Awareness, Purchase Intention
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | Users 211 not found. |
| Date Deposited: | 19 Apr 2017 03:23 |
| Last Modified: | 19 Apr 2017 03:23 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/850 |
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