Analisis Pengaruh Citra Merek Melalui Kepercayaan Merek Terhadap Perilaku Pembelian Konsumen Pada Produk Skincare Ponds

Yolanda, Tria (2016) Analisis Pengaruh Citra Merek Melalui Kepercayaan Merek Terhadap Perilaku Pembelian Konsumen Pada Produk Skincare Ponds. Undergraduate thesis, Universittas Katolik Musi Charitas.

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Abstract

The aim of this study to know effect of brand image (X) on Customer buying behavior (Y)Skincare product through brand trust (X) in Palembang. Population of this study women buy PONDS in Palembang. The samples of this study used 100 respondent where data collection with purposive sampling and for analysis use path analysis techniques. The result of this study 1) brand image (X) has significantly influence on customer buying behavior (Y), 2) brand image (X) has significantly influence on brand trust (Z), 3) brand trust (Z) has significantly influence customer buying behavior(Y) and 4) brand image (X) has significantly influence in Customer buying behavior (Y) through brand trust (Z) as intervening variable.

Item Type: Thesis (Undergraduate)
Additional Information: Skripsi Lengkap dapat dibaca di Ruang Referensi Perpustakaan UKMC Kampus Bangau.
Uncontrolled Keywords: Brand Image, Brand trust, and Customer buying behavior
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Theses - S1 > Management Study Program
Depositing User: Perpustakaan Unika Musi Charitas
Date Deposited: 10 Feb 2020 10:03
Last Modified: 10 Feb 2020 10:03
URI: http://eprints.ukmc.ac.id/id/eprint/3382

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