Pengaruh Brand Image, Product Knowledge, dan Word of Mounth terhadap Purchase Intention Produk iPhone 6 di Jakarta

Budiono, Tobias Hansel (2017) Pengaruh Brand Image, Product Knowledge, dan Word of Mounth terhadap Purchase Intention Produk iPhone 6 di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

This study was conducted to investigate the effect of brand image, product knowledge, and word of mouth on purchase intention. This is descriptive research that using a questionnaire to collect the data. The non-probabilistic sampling method is used in this research. The data analysis technique is a multiple regression analysis. The results showed that brand image and product knowledge positively effect purchase intention, while word of mouth does not affect purchase intention.

Item Type: Thesis (Masters)
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Jul 2018 02:17
Last Modified: 13 May 2021 13:15
URI: http://repository.untar.ac.id/id/eprint/2490

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