Katalog Online Perpustakaan

Detail Katalog

Pengarang

ALFI HANIFUDIN AZIZ

Subject

MARKETING MANAGEMENT

[Abstrak]

ABSTRACT
The purpose of this study is to examine the dirrect effect of brand image, and celebrity endorsment on purchase intention of Yamaha Mio in Surabaya. According to population characteristic, this study analyzing a set of 100 respondent. This study uses the multiple regretion analysis programming with spss 16.0 for windows software to show that brand image has a significant direct effect on purchase intention of Yamaha Mio in Surabaya partially. Then, celebrity endorsment has significant direct effect on purchase intention of Yamaha Mio in Surabaya.
The result show that a good brand image and celebrity endorsment can improved a purchase intention of Yamaha Mio.
Keywords: brand image, celebrity endorsment, purcahes intention

Pembimbing

LINDIAWATI

Penguji

  1. RONNY
  2. LINDIAWATI
  3. SONI HARSONO

    Bahasa

    Nomor Klas

    SKR.AZI.257.15

    [Berkas]

    1. 7981_COVER.pdf
    2. 7981_ARTIKEL ILMIAH.pdf