Konsekuensi dari perceived quality, commercial image, dan price image
Info Katalog
File Repositori
Nomor Panggil : 205_TA_MJ_022101156
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2015
Pembimbing 1 : Hj. Nidjat Ibrahim
Subyek : Perceived quality;Marketing management
Kata Kunci : perceived quality, commercial image, price image, brand equity, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2015_TA_MJ_022101156-Halaman-Judul.pdf | 16 | |
| 2. | 2015_TA_MJ_022101156-Bab-1.pdf | 6 | |
| 3. | 2015_TA_MJ_022101156-Bab-2.pdf |
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| 4. | 2015_TA_MJ_022101156-Bab-3.pdf |
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| 5. | 2015_TA_MJ_022101156-Bab-4.pdf |
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| 6. | T2015_TA_MJ_022101156-Bab-5.pdf |
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| 7. | 2015_TA_MJ_022101156-Daftar-Pustaka.pdf | 3 | |
| 8. | 2015_TA_MJ_022101156-Lampiran.pdf |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh perceivedquality terhadap brand equity, commercial image terhadap brand equity, price imageterhadap brand equity, serta brand equity terhadap purchase intention. Data yangdigunakan dalam penelitian ini adalah data primer yang dikumpulkan langsungmelalui penyebaran kuisioner kepada 150 responden yang telah berbelanja diCarrefour dalam 3 bulan terakhir. Teknik pengambilan sampel dalam penelitian inidengan menggunakan purposive sampling. Uji instrumen data menggunakan ujivaliditas dan uji reliabilitas. Uji reliabilitas dalam penelitian ini menggunakanprogram statistical package for the social science (SPSS). Uji validitas dan ujihipotesis dalam penelitian ini menggunakan metode structural equation model(SEM) dengan bantuan program AMOS.Hasil pengujian hipotesis menunjukkan bahwa terdapat pengaruh positifpeceived quality, commercial image, dan price image terhadap brand equity. Sertaterdapat pengaruh positif brand equity terhadap purchase intention. Penelitian inidapat dijadikan acuan bagi manajer pemasaran Carrefour untuk memberikanpotongan harga dan melakukan inovasi pada kemasan produk bermerek Carrefouragar dapat meningkatkan minat pembelian.
T This study aims to examine and analyze the effect of the perceived quality ofthe brand equity, commercial image of the brand equity, price-image of the brandequity, and brand equity to purchase intention. The data used in this research isprimary data collected directly through the spread of kuisioner to 150 respondentswho has been shopping at carrefour in the last 3 months . The sampling technique inthis study using purposive sampling. Test data using an instrument test of validityand reliability test. Reliability test in this research using program statistical packagefor the social science (SPSS ). Validity test and hypothesis test from this researchusing structural equation modeling (SEM) with the help of AMOS program.Hypothesis testing results show that there is a positive influence perceivedquality, commercial image, and price image of the brand equity. And there is apositive influence on brand equity of the purchase intention. This study can be usedas a reference for the marketing manager of Carrefour to provide rebates and makeinnovations in packaging Carrefour's branded products in order to increase buyerinterest.
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