Mansur, Muhammad Yogi Zifari (2024) Pengaruh Brand Positioning Dan Brand Personality Terhadap Purchase Intention Pada Restoran Mie Gacoan Cabang Merr Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study was conducted with the aim of knowing the effect of Brand Positioning and Brand Personality on Purchase Intention at Mie Gacoan restaurant, Merr branch, Surabaya city. The study used a type of quantitative research with the Partial Least Square (PLS) method as a data analysis tool. The data collection technique was carried out by questionnaire and literature study. The sampling technique used was Purposive Sampling with a total of 90 respondents who knew and were interested in Mie Gacoan products, Merr branch, Surabaya city. The results showed that Brand Positioning has a positive effect on Purchase Intention, then Brand Personality also has a positive effect on Purchase Intention, the research findings show that there is a relationship between the three variables at the Mie Gacoan restaurant, Merr branch, Surabaya city. Keyword: Brand Positioning, Brand Personality, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Muhammad Yogi Zifari Mansur | ||||||||
| Date Deposited: | 12 Jul 2024 07:33 | ||||||||
| Last Modified: | 12 Jul 2024 07:33 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25917 |
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