Thie, Dennis Michel (2017) Analisis pengaruh brand love, brand loyalty, dan brand image terhadap word of mouth pada pada konsumen mobil MPV Toyota Avanza di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand love, brand loyalty, brand image terhadap word of mouth pada konsumen mobil MPV Toyota Avanza di Surabaya. Penelitian ini merupakan penelitian kausal. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability sampling purposive, sampel yang digunakan sebanyak 100 responden. Data dikumpulkan melalui alat bantu kuesioner dan selanjutnya diolah dengan teknik analisis regresi berganda menggunakan program SPSS 16.0. Hasil penelitian ini menunjukkan bahwa brand love berpengaruh positif dan signifikan terhadap word of mouth, brand loyalty berpengaruh positif tetapi tidak signifikan terhadap word of mouth, brand image berpengaruh positif dan signifikan terhadap word of mouth.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Department: | ["eprint_fieldopt_department_Faculty of Business" not defined] |
| Uncontrolled Keywords: | Brand Love; Brand Loyalty; brand Image; Word of Mouth |
| Subjects: | Business > Management |
| Divisions: | Faculty of Business > Management Undergraduate Study Program |
| Depositing User: | Users 3927 not found. |
| Date Deposited: | 06 Feb 2017 02:01 |
| Last Modified: | 06 Feb 2017 02:01 |
| URI: | http://repository.ukwms.ac.id/id/eprint/9851 |
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