The influence of brand ambassador, product quality, and advertising on brand image and their effect toward purchase intention on Oppo Smartphone in Surabaya

Theonata, Stanley (2018) The influence of brand ambassador, product quality, and advertising on brand image and their effect toward purchase intention on Oppo Smartphone in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Marketing is the most important points for companies to attract consumer to their product. Companies want their consumer to have an intention to buy their product. If consumer doesn’t have intention to buy their product, then consumer will not buy their product. Therefore, this study aims to analyze the influence of brand ambassador, product quality, advertising , and brand image toward consumer purchase intention This research is a quantitative research that has six hypotheses to be tested. The type of data used in the form of questionnaires. The sample used in this study is 150 respondents.The object of research is people who have experience with OPPO smartphone product. Data analysis technique used is structural equation model. The results of the research on people who have experience with OPPO smartphone product showed that the brand ambassador and product quality have an influence on brand image and brand ambassador, product quality, advertising , and brand image have an influence toward consumer purchase intention

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand ambassador, product quality, advertising, brand image, purchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Stanley Theonata
Date Deposited: 27 Aug 2018 11:42
Last Modified: 27 Aug 2018 11:42
URI: http://repository.wima.ac.id/id/eprint/16098

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