DETAIL KOLEKSI

Pengaruh perceived quality, brand loyalty, ewom, dan brand awereness terhadap purchase intention

5.0


Oleh : Ahmad Naufal Pringgondhani

Info Katalog

Nomor Panggil : 022001801114

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Robert Kristaung

Subyek : Brand loyalty - Marketing;Consumer behavior

Kata Kunci : perceived quality, brand loyalty, ewom, brand awereness, purchase intention.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001801114_Halaman-Judul.pdf 11
2. 2023_TA_SMJ_022001801114_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001801114_Bab-1-Pendahuluan.pdf 8
4. 2023_TA_SMJ_022001801114_Bab-2-Tinjauan-Pustaka.pdf 10
5. 2023_TA_SMJ_022001801114_Bab-3-Metode-Penelitian.pdf 17
6. 2023_TA_SMJ_022001801114_Bab-4-Analisis-dan-Pembahasan.pdf 10
7. 2023_TA_SMJ_022001801114_Bab-5-Kesimpulan.pdf 4
8. 2023_TA_SMJ_022001801114_Daftar-Pustaka.pdf 5
9. 2023_TA_SMJ_022001801114_Lampiran.pdf 22

T Tujuan penelitian ini adalah untuk mengetahui adanya pengaruh dariperceived quality, brand loyalty,ewom dan brand awereness terhadap purchaseintention. Dalam penelitian ini, menggunakan teknik purposive sampling dengan 150sampel dengan kriteria yaitu konsumen yang pernah membeli smartphone danmengunjungi toko smartphone dalam 5 tahun terakhir Alat yang digunakanpenelitian ini yaitu Structural Equation Model (SEM) untuk menganalisis hubunganvariabel secara kompleks yang dijalankan oleh program AMOS. Hasil penelitian inimenunjukkan bahwa brand loyalty, ewom dan brand awereness memiliki pengaruhpositif terhadap purchase intention. Perceived Quality yang baik seperti memilikiketahanan produk yang baik (product durability). Maka akan meningkatkan loyalitasatau Brand Loyalty. Manajemen perusahaan selalu memperhatikan Dampak daripostingan informasi (EWOM) tentang smartphone tersebut untuk konsumen yangbelum pernah membeli atau menggunakan smartphone tersebut. Brand Awerenesslebih berisi smartphone yang lebih beragam lagi dengan mempunyai keunggulan dankarakteristik masing-masing dengan spesifikasi yang di inginkan konsumen. Untukmeningkatkan Purchase Intention sebaiknya pihak manajer dapat berinovasi dengan meningkatkan kualitas produk smmartphone dengan baik seperti memiliki bateraiyang tahan lama, smartphone yang tidak mudah panas pada saat sering digunakandan dengan bahan yang ringan dan kuat.

T The purpose of this study was to determine the effect of perceived quality, brandloyalty, ewom and brand awareness on purchase intention. In this study, using a purposive sampling technique with 150 samples with the criteria that consumers have bought a smartphone and visited a smartphone shop in the last 5 years. The tool used in this research is the Structural Equation Model (SEM) to analyze complex variable relationships that are run by the AMOS program. . The results of this study indicate that brand loyalty, ewom and brand awareness have a positive influence on purchase intentions. Good Perceived Quality is like having good product durability. Then it will increase loyalty or Brand Loyalty. The company's management always pays attention to the impact of information posting (EWOM) about these smartphones for consumers who have never bought or used these smartphones. Brand Awereness contains more smartphones that are even more diverse with their own advantages and characteristics with the specifications that consumers want. To increase Purchase Intention, managers should be able to innovate by improving the quality of smartphone products properly, such as having long-lasting batteries, smartphones that don't get hot easily when used frequently and with lightweight and strong materials.

Bagaimana Anda menilai Koleksi ini ?