Anteseden purchase intention pada merek smartphone

DETAIL KOLEKSI

Anteseden purchase intention pada merek smartphone

Oleh : Emerald Asdy Maulana

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Harsini Sutomo

Subyek : Branding (Marketing);Brand name products--Management;Purchase

Kata Kunci : purchase intention, brand awareness, brand loyalty, brand trust, electronic word of mouth.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_SK_SMJ_022002001074_Halaman-Judul.pdf
2.	2024_SK_SMJ_022002001074_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2024_SK_SMJ_022002001074_Surat-Hasil-Similaritas.pdf	1
4.	2024_SK_SMJ_022002001074_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2024_SK_SMJ_022002001074_Lembar-Pengesahan.pdf	4
6.	2024_SK_SMJ_022002001074_Pernyataan-Orisinalitas.pdf	1
7.	2024_SK_SMJ_022002001074_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2024_SK_SMJ_022002001074_Bab-1.pdf
9.	2024_SK_SMJ_022002001074_Bab-2.pdf
10.	2024_SK_SMJ_022002001074_Bab-3.pdf
11.	2024_SK_SMJ_022002001074_Bab-4.pdf
12.	2024_SK_SMJ_022002001074_Bab-5.pdf
13.	2024_SK_SMJ_022002001074_Daftar-Pustaka.pdf
14.	2024_SK_SMJ_022002001074_Lampiran.pdf

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh positif brandawareness, brand loyalty, brand trust, dan electronic word of mouth terhadappurchase intention. Penelitian ini menggunakan data cross-sectional denganmenggunakan kuisioner untuk pengumpulan data. Teknik pengambilan sampel padapenelitian ini yaitu non-probability sampling. Jumlah responden pada penelitian inisebanyak 200 responden. Responden dalam penelitian ini merupakan individu yangpernah menggunakan smartphone. Alat analisis yang digunakan adalah RegresiBerganda. Hasil penelitian ini menunjukkan bahwa (1) Brand Awareness tidakberpengaruh positif terhadap Purchase Intention, (2) Brand Loyalty berpengaruhpositif terhadap Purchase Intention, (3) Brand Trust berpengaruh positif terhadapPurchase Intention, (4) Electronic Word of Mouth tidak berpengaruh positif terhadapPurchase Intention. Penelitian yang akan datang disarankan memperluas jangkauanpenelitiannya dan dapat menambahkan variabel lain yang dapat mempengaruhi niatpembelian konsumen.

T This research aims to examine whether there is a positive influence of brandawareness, brand loyalty, brand trust, and electronic word of mouth on purchaseintention. This study uses cross-sectional data collected through questionnaire surveys.The sampling technique employed is non-probability sampling. The total number ofrespondents in this study is 200. Respondents in this study are individuals who haveever used a smartphone. The analytical tool used is Multiple Regression. The resultsof this study indicate that (1) Brand Awareness does not have a positive influence onPurchase Intention, (2) Brand Loyalty has a positive influence on Purchase Intention,(3) Brand Trust has a positive influence on Purchase Intention, (4) Electronic Word ofMouth does not have a positive influence on Purchase Intention. Future research issuggested to expand the scope of the study, as well as to include other variables thatmay affect consumer purchase intention.