Pengaruh trustworthiness, expertise dan attractiveness endoser terhadap purchase intention motor sport Yamaha di Surabaya melalui brand personality

Indriyani, . (2016) Pengaruh trustworthiness, expertise dan attractiveness endoser terhadap purchase intention motor sport Yamaha di Surabaya melalui brand personality. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan penelitian ini adalah menjelaskan pengaruh trustworthiness, expertise, attractiveness terhadap purchase intention melalui brand personality sebagai mediasi pada motor sport Yamaha dengan Valentino Rossi sebagai endorser iklan. Desain penelitian ini adalah penelitian kausal dengan jumlah sampel sebanyak 200 sampel. Teknik analisis data menggunakan structural equation model dengan menggunakan program lisrel 8,70. Temuan dalam penelitian ini menunjukkan bahwa trustworthiness, expertise, attractiveness Valentino Rossi sebagai endorser iklan berpengaruh secara langsung terhadap brand personality pada motor sport Yamaha. Brand personality motor sport Yamaha juga berpengaruh terhadap purchase intention. Trustworthiness, expertise, attractiveness berpengaruh terhadap purchase intention melalui brand personality sebagai mediasi.

Item Type: Thesis (Masters)
Department: ["eprint_fieldopt_department_Graduate School" not defined]
Uncontrolled Keywords: Trustworthiness, Expertise, Attractiveness, Brand Personality, Purchase Intention, Valentino Rossi, Motor Sport Yamaha
Subjects: Business > Management
Divisions: Graduate School > Master Program in Management
Depositing User: Users 3515 not found.
Date Deposited: 08 Sep 2016 05:03
Last Modified: 08 Sep 2016 05:03
URI: http://repository.ukwms.ac.id/id/eprint/8424

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