The influence of brand image on purchase behavior through brand trust of oppo smartphone in Surabaya

Watulangkow, Anastasia Novitha (2018) The influence of brand image on purchase behavior through brand trust of oppo smartphone in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research aims to examine the influence of brand image on purchase behavior through brand trust of OPPO smartphone in Surabaya as well as identifying and analyzing the mediating role of brand trust in the relationship between brand image and purchase behavior. This research is a causal study and used purposive sampling as the sampling technique. The total number of sample are 150 respondents who lives in Surabaya with minimum age of 17 who experience in buying and using OPPO Smartphone. The data analysis technique used in this research is Structural Equation Modeling (SEM) with SMART PARTIAL LEAST SQUARE 3 as the analysis tool. The results of this research showed that Brand image has significant influencce on purchase behavior. Brand Image has a greater influencce to purchase behavior than brand trust. Indicator with the lowest mean for variable brand trust is familiarity. Brand trust also turned out to have a mediating role in the relationship between brand image and purchase behavior. Suggestions for further researcher who interested with similar study can broaden this study into other product category and market segment. Company supposed to improve familiarity of the brand by enhance marketing and advertisement strategy.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Citra merek,kepercayaan merek,perilaku pembelian
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Anastasia Novitha
Date Deposited: 27 Aug 2018 03:48
Last Modified: 27 Aug 2018 03:48
URI: http://repository.wima.ac.id/id/eprint/16053

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