ROSYIDAH, BIRDAH IFTAH (2023) PENGARUH BRAND IMAGE DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI MOBIL TOYOTA RUSH GENERASI MILENIAL DI SURABAYA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
People's need for mobility today from one place to another is increasing. This refers to the way of life of people who currently need transportation that is easily available. The rapid population growth is currently a factor causing the increasing need for larger vehicles such as four-wheelers, in addition to community work activities that must be carried out quickly. The emergence of many models and model brands makes competition even fiercer, and consumers become more selective in choosing models and types of cars. The use of technology also plays an important role in selling companies and consumers to dig up information and provide positive or negative opinions about the desired product, which will affect consumer buying interest before buying the product. Therefore, this study aims to determine the influence of Brand Image and Electronic Word Of Mouth on the interest in buying Toyota Rush cars among Surabaya millennials. The sample used in this study was consumers who had visited a Toyota dealership in Surabaya with a total of 100 respondents. The technique used in this study is PartiallLeast Squares (PLS), while sampling is carried out using non-probability sampling techniques. The results of this study show that Brand Image has a positive but not significant effect on people's buying interest, while Electronic Word Of Mouth has a positive and significant effect on buying interest. Keywords: Brand Image, Electronic Word Of Mouth, and Buying Interest.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Birdah Iftah Rosyidah | ||||||||
| Date Deposited: | 21 Jul 2023 02:41 | ||||||||
| Last Modified: | 21 Jul 2023 02:41 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/15479 |
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