Article Per Year (5 Year)
p-Index From 2021 - 2026
0
P-Index
This Author published in this journals
All Journal Jurnal Strategi Pemasaran
Roy Saputra Setiawan
Unknown Affiliation
Education

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
ANALISA PENGARUH BRAND CREDIBILITY DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DENGAN CUSTOMER BEHAVIOUR TOWARDS CO-BRANDING STRATEGY SEBAGAI VARIABEL MEDIASI PRODUK KARTU DEBET CO-BRANDING BNI-CHELSEA FC Roy Saputra Setiawan
Jurnal Strategi Pemasaran Vol 3, No 1 (2015): Jurnal Manajemen Pemasaran
Publisher : Jurnal Strategi Pemasaran

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (108.735 KB)

Abstract

This research aims to analyze the influence of Brand Credibility and Perceived Quality Towards Purchase Intention in co-branded product BNI-Chelsea debit card through consideration of Customer Behaviour Toward Co-branding Strategy. The sample in this study amounted to 100 respondents are people who are fans of Chelsea and BNI debit card users. The sampling technique in this study using purposive sampling technique. Type of collecting data in this study using questionnaires to sample of research. The research proves Customer Behaviour Toward Co-Branding Strategy and Perceived Quality has a direct influence on Purchase Intention, but only Brand Credibility that do not directly affect on Purchase Intention      
Co-Authors