Darmawan, Richo (2022) Pengaruh Persepsi Merek, Word of Mouth dan Kesadaran Merek terhadap Kepercayaan Merek Levi’s. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
The purpose of this study was to examine the effect of brand perception, word of mouth, and brand awareness on Levi's brand trust. The sample that can be processed in the study is 108 respondents with the criteria that they have bought Levi's products in Surabaya and are at least 18 years old to 60 years old. Data collection techniques in this study using a questionnaire. The sampling technique used in this research is purposive sampling method. The analytical technique used is the partial least square (SEM PLS) structural equation model. The results showed that brand perception and word of mouth had a significant positive effect on brand trust; brand awareness has no significant effect on brand trust. Keywords: brand perception, word of mouth, brand awareness, brand trust
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | RICHO DARMAWAN |
| Date Deposited: | 12 Sep 2022 04:25 |
| Last Modified: | 12 Sep 2022 04:25 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9587 |
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