Please use this identifier to cite or link to this item: http://repository.uinjkt.ac.id/dspace/handle/123456789/43166
Title: Analisis pengaruh brand name, product features,electronic word of mouthdan celebrity endorser terhadap minat beli Smartphone Oppo
Authors: M. Iqbal Putra Herwanto
Advisors: Ela Patriana
Keywords: Brand Name;celebrity endorser and purchase intention;electronic word of mouth;Product Feature
Issue Date: 24-Oct-2018
Publisher: Jakarta: Ekonomi dan Bisnis UIN Syarif Hidayatullah
Abstract: The results showed that partially brand name variables have a significant positive effect on purchase intention with a significant value of 0,000 < 0,05. Product feature variables have a significant positive effect on purchase intention with a significant value of 0,000 < 0,05. Electronic word of mouth variables have a significant positive effect on purchase intention with a significant value of 0,000 < 0,05 and celebrity endorser variables have a significant positive effect on purchase intention with a significant value of 0,041 < 0,05. Results of simultaneous research or jointly variables of brand name, product feature, electronin word of mouth, and celebrity endorser there is a significant effect to the purchase intention with a significant value of 0,000 < 0,05. For academics, it is hoped further research can use this studying as a reference by research , as well as for the company order to utilize this studying as consideration in making new product or implementing marketing strategies to increase sales better.
URI: http://repository.uinjkt.ac.id/dspace/handle/123456789/43166
Appears in Collections:Skripsi

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