Pengaruh brand image, customer satisfaction, brand loyalty dan wom terhadap purchase intention pada pakaian olahraga

DETAIL KOLEKSI

Pengaruh brand image, customer satisfaction, brand loyalty dan wom terhadap purchase intention pada pakaian olahraga

Oleh : Yoanita Febriyani

Info Katalog

Nomor Panggil : 022001801217

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Iwan Ekawanto

Subyek : Customer satisfaction - Marketing;Brand loyalty

Kata Kunci : brand image, customer satisfaction, brand loyalty, word of mouth, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001801217_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001801217_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001801217_Bab-1-Pendahuluan.pdf
4.	2022_TA_SMJ_022001801217_Bab-2-Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001801217_Bab-3-Metode-Penelitiian.pdf
6.	2022_TA_SMJ_022001801217_Bab-4-Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001801217_Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001801217_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001801217_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan menguji dan menganalisa pengaruh brand image, customer satisfaction, brand loyalty, dan wom terhadap purchase intention pada pakaian olahraga. Objek penelitian ini adalah pakaian olahraga. Metode yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling kepada 180 responden. Teknik pengumpulan data menggunakan kuesioner (Google form) . Data yang diperolah dianalisis dengan Regresi Berganda dengan bantuan SPSS 24.0. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif brand image terhadap purchase intention, terdapat pengaruh positif customer satisfaction terhadap purchase intention, terdapat pengaruh positif brand loyalty terhadap purchase intention, terdapat pengaruh positif wom terhadap purchase intention. Penelitian selanjutnya diharapkan menambah jumlah sampel dan meneliti objek selain pakaian olahraga.

T This study aims to examine and analyze The Effect of Brand Image, Customer Satisfaction, Brand Loyalty, and WOM on Purchase Intention on Sportswear. The object of this research is sportswear. The method used in this research is non-probability sampling with purposive sampling technique to 180 respondents. Data collection techniques using a questionnaire (Google form). The data obtained were analyzed with the Multiple Regression with the help of SPSS 24.0. The results of this study indicate that there is a positive influence of brand image on purchase intention, there is a positive influence of customer satisfaction on purchase intention, there is a positive influence of brand loyalty on purchase intention, and there is a positive influence of wom on purchase intention. Further research is expected to increase the number of samples and examine objects other than sportswear.