Chrislianty, Chrislianty (2017) Pengaruh brand value, brand logo, dan brand prominence terhadap willingness to buy produk Iphone. Masters thesis, UNIVERSITAS TARUMANEGARA.
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ABSTRAK TESIS MM Chrislianty.pdf Download (50kB) |
Abstract
This research aims to find out to find out brand value, brand logo, and brand prominence effects in willingness to buy of iPhone in Jakarta for the period of 2015 until 2016, where in the variable of this research are brand value, brand logo, brand buy. In this research, path analysis were used to find out the effects. Brand value and brand logo as independent variables, brand prominence as intervening variable and willingness to buy as dependent variable. The conclusions of this research are brand value is positively affected in willingness to buy, brand logo is not affected in willingness to buy but it will indirectly affected to willingness to buy through brand prominence, brand value is positively affected in brand prominence, brand logo is positively affected in brand prominence, and brand prominence is positively of in willingness to buy of iPhone. It means that we have to concern on brand value and brand prominence to increase the willingness to buy, brand value and brand logo could increase the prominence of brand.
| Item Type: | Thesis (Masters) |
|---|---|
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 03 Jul 2018 02:21 |
| Last Modified: | 11 May 2021 10:51 |
| URI: | http://repository.untar.ac.id/id/eprint/2496 |
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