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: | https://eprints.ukmc.ac.id/id/eprint/3382 |
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