PENGARUH ORD OF MOUTH TERHADAP PURCHASE INTENTION DENGAN BRAND IMAGE DAN PERCEIVED SERVICE QUALITY SEBAGAI VARIABEL INTERVENING PADA PROGRAM KPR KELAS MENENGAH

Ryan Widyanata

Abstract


Pertumbuhan penduduk di Indonesia sangat pesat, terutama dikota kota besar seperti Surabaya. Dengan perkembangan yang ada kebutuhan akan tempat tinggal juga semakin tinggi. Produk Kredit Pemilikan Rumah adalah salah satu Produk yang sangat dicari oleh konsumen.  Penelitian ini bertujuan untuk menganalisa pengaruh dari Word of mouth communication terhadap Purchase intention pada KPR kelas menengah di Surabaya dengan Brand Image dan Perceived service quality sebagai variabel intervening. Penelitian ini dilaksanakan dengan menyebarkan kuisioner kepada 100 responden calon konsumen KPR kelas menengah di Surabaya. Teknik analisa yang digunakan adalah teknik analisis kuantitatif dengan metode path analysis

Keywords


Word of mouth, brand image, perceived service quality, purchase intention

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