PERSEPSI KUALITAS PROGRAM GEBYAR BCA, PENGETAHUAN MEREK DAN MINAT BELI

Siregar, Andreas Hasudungan (2006) PERSEPSI KUALITAS PROGRAM GEBYAR BCA, PENGETAHUAN MEREK DAN MINAT BELI. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

World of Industry move very quick, every company develop more advantage product than competitor product. To win the competition, the management of company have to manage a bussiness with standart and good management operation and then they have to built Brand Equity for their brand, so that the customer always choose their brand if they want to buy something. Brand equity could be built through advertisement and public relation, that is from newspaper and magazine or radio and television, and on this thesis, we only see television commercial break. For this moment, a human have a new activity when they see a television, that is they will move to other channel when there are commercial break on the first channel. Edutainment TV Program is a new and trend tv program which company could rent a period of time from television station and make a new program that consist entertainment and education to advertise or give information about their brand or product, for example GEBYAR BCA on Indosiar. On this thesis, we will discuss about : “ Is there any effect of Perceived Quality of Gebyar BCA tv program to built Brand Knowledge of customer ?”, and then “Is there any effect of Brand Knowledege of customer to built Purchase Intent ?” We make a specification for this thesis, that is we use Questionnaire with Accidental Sampling to collect the data for this thesis, and the population of sample is mature human which up 17’s year old, and the place is shopping center with assumption there are a lot of bussiness transaction with use credit card, ATM card. The methode of analysis is Causality Description, so we use Analysis of Description, Factor Analysis and then Regression Analysis. After we do questionnaire and analysis, we could make a counclusion that is “ there are an effect of Perceived Quality of Gebyar BCA tv program to built Brand Knowledge of customer “ and “ there are an effect of Brand Knowledge to built Purchase Intent of customer.

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