PENGARUH CITRA MEREK DAN SELEBRITI PENDUKUNG TERHADAP NIAT BELI YAMAHA MIO DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
AZIZ, ALFI HANIFUDIN
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-12-13 03:46:35
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
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
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