Pengaruh Citra Merek (Brand Image) terhadap Niat Beli Mobil Toyota Avanza pada Auto2000 Cabang Soekarno Hatta

Pratama, Ricy (0855015) (2013) Pengaruh Citra Merek (Brand Image) terhadap Niat Beli Mobil Toyota Avanza pada Auto2000 Cabang Soekarno Hatta. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

This study was conducted to describe the influence of Brand Image to Buying Intention on the Toyota Avanza user in Auto 2000 Soekarnoa Hatta, Bandung. This study was conducted, because the researcher sees that the more good the judgement to a product given by its potential user, the more stronger the intention of the potential user to potentially buy or use the produt, that describe the buying intention. On this study, the Researcher was using the questionnaire that has been deriven from the theory. The validity of the items was processed with Confirmatory Factor Analysis, that find 8 from 12 items on Brand Image, and 3 from 5 items on Buying Intention was accepted. The reliability of the Brand Image and Buying intention was 0.898 and 0.662, respectively. Thus, the measurement was ready and accurate enough to measure the respected variable. The Researcher tested the hypotheses, with Simple Linear Regression Analysis. The researcher found that the functionality, strength, and uniqueness attributes from Toyota Avanza had a positive and significance effect on the buying intention. Thus, the researcher suggest to the company to emphasize the positive Brand Image on Toyota Avanza, to further strive the Buying Intention in the potential Customer’s mind.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand image, buying intention
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 55 Management Department (Night Classes)
Depositing User: Perpustakaan Maranatha
Date Deposited: 20 Nov 2015 10:52
Last Modified: 20 Nov 2015 10:52
URI: http://repository.maranatha.edu/id/eprint/17422

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