Anteseden purchase intention sepatu merek lokal
Info Katalog
File Repositori
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
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2022_TA_SMJ_022001801226_Halaman-Judul.pdf | ||
| 2. | 2022_TA_SMJ_022001801226_Lembar-Pengesahan.pdf | ||
| 3. | 2022_TA_SMJ_022001801226_Bab-1-Pendahuluan.pdf | ||
| 4. | 2022_TA_SMJ_022001801226_Bab-2-Tinjauan-Pustaka.pdf |
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| 5. | 2022_TA_SMJ_022001801226_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2022_TA_SMJ_022001801226_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2022_TA_SMJ_022001801226_Bab-5-KEsimpulan.pdf |
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| 8. | 2022_TA_SMJ_022001801226_Daftar-Pustaka.pdf | ||
| 9. | 2022_TA_SMJ_022001801226_Lampiran.pdf |
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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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