PENGARUH PERSONAL SELLING DAN WORD OF MOUTH TERHADAP BRAND AWARENESS BISNIS MAHASISWA UNIVERSITAS CIPUTRA

  • Liliana Dewi Universitas Ciputra Surabaya
  • Felicia Magdalena
Keywords: Brand Awareness, Personal Selling, Word of Mouth

Abstract

Brand Awareness on the business that existed in the students, especially students Ciputra is less well known to the public. Things that affect brand awareness include personal selling and word of mouth. Students business are usually done using personal selling and word of mouth. The purpose of this study is to examine the influence of personal selling on brand awareness of Ciputra University student business. The sample size used in this study using purposive sampling with a total of 60 samples. Data collection techniques using questionnaires with the criteria of the field of business are products and services. The data were analyzed using multiple linear regression analysis. The result shows that variable of Personal Selling (X1) and Word of Mouth (X2) influence Brand Awareness (Y).

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Published
2017-12-30
How to Cite
Dewi, L., & Magdalena, F. (2017). PENGARUH PERSONAL SELLING DAN WORD OF MOUTH TERHADAP BRAND AWARENESS BISNIS MAHASISWA UNIVERSITAS CIPUTRA. JURNAL EKSEKUTIF, 14(2), 253-261. Retrieved from http://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/146
Section
Articles