DETAIL KOLEKSI

Anteseden purchase intention sepatu merek lokal


Oleh : Salbian Naufal

Info Katalog

Sustainability/SDGs : 1

Nomor Panggil : 022001801226

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Arwini Sumardi

Subyek : Brand name products - Marketing

Kata Kunci : brand image, brand trust, brand attachment, purchase intention


File Repositori
No. Nama File Ukuran (KB) Status
1. 2022_TA_SMJ_022001801226_Halaman-Judul.pdf 728.43
2. 2022_TA_SMJ_022001801226_Lembar-Pengesahan.pdf 628.87
3. 2022_TA_SMJ_022001801226_Bab-1-Pendahuluan.pdf 639.72
4. 2022_TA_SMJ_022001801226_Bab-2-Tinjauan-Pustaka.pdf 708.99
5. 2022_TA_SMJ_022001801226_Bab-3-Metode-Penelitian.pdf 979.25
6. 2022_TA_SMJ_022001801226_Bab-4-Analisis-dan-Pembahasan.pdf 801.94
7. 2022_TA_SMJ_022001801226_Bab-5-KEsimpulan.pdf 494.86
8. 2022_TA_SMJ_022001801226_Daftar-Pustaka.pdf 696.33
9. 2022_TA_SMJ_022001801226_Lampiran.pdf 1736.46

P Penelitian ini bertujuan menguji dan menganalisa anteseden purchase intention pada produk sepatu lokal Indonesia. Objek penelitian ini adalah sepatu brand lokal indonesia. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 130 responden. Teknik pengumpulan data menggunakan kuesioner (Google form). Data yang diperoleh dianalisis dengan Structural Equation Model (SEM) dengan bantuan AMOS. Hasil dari penelitian ini menunjukkan bahwa tidak terdapat pengaruh positif brand image terhadap purchase intention, terdapat pengaruh positif brand image terhadap brand trust, terdapat pengaruh positif brand trust terhadap brand attachment, terdapat pengaruh positif brand attachment terhadap purchase intention. Penelitian selanjtnya diharapkan menambah jumlah sampel dan meneliti pada objek selain sepatu brand lokal.

T This study aims to examine and analyze the antecedents of purchase intention in Indonesian local shoe products. The object of this research isshoes brand local Indonesian. The method used in this research is non-probability sampling with purposive sampling technique to 130 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed with the Structural Equation Model (SEM) with the help of AMOS. The results of this study indicate that there is no positive influence of brand image on purchase intention, there is a positive influence of brand image on brand trust, there is a positive influence of brand trust on brand attachment, and there is a positive influence of brand attachment on purchase intention. Further research is expected to increase the number of samples and examine objects other than local brand shoes.

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