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MEDIA BISNIS
Vol. 4, No. 1, 1 Maret 2012, Hlm. 34 - 44
ISSN: 2085-3106

Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention
(Kasus: Kosmetik Merk “X”)

Tommy Setiawan Ruslim Dan Richard Andrew

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File size: 359KB

Official URL: http://www.tsm.ac.id/MB/MB.4.1.Maret.2012/Pengaruh Brand Image dan Product Knowledge terhadap Purchase Intention -Kasus Kosmetik Merk X-.pdf

ABSTRACT:

At the time of the current era of globalization, developments in science and technology has indirectly a huge influence in the economy. This gives a significant impact for both process management companies engaged in services or manufacturing. Purchase intention becomes very important because the company must make a profit in order to gain profit as much as possible, using brand image as the independent variable (X1) and product knowledge as the independent variable (X2) to purchase intention as the dependent variable (Y). This study aims to determine whether there is influence of brand image and product knowledge to purchase intention. With PASW 18.00 is known that brand image as independent variable (X1) and product knowledge (X2) have a significant effect on purchase intention (Y) either partially or simultaneously. With the linear regression equation model is Y’= 4.593 + 0.196 X1 + 0.409 X2.

Keywords: Brand Image, Product Knowledge, Purchase Intention

 
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