DETAIL KOLEKSI

Anteseden purchase intention pada taksi online


Oleh : Mahri Akbari

Info Katalog

Nomor Panggil : 022001801285

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Branding (marketing);Marketing -- Management

Kata Kunci : brand logo type, brand attitude, consumer satisfaction, brand preference, and purchase intention.

Status Posting : Published

Status : Lengkap


File Repositori
No. Nama File Hal. Link
1. 2023_TA_SMJ_022001801285_Halaman-Judul.pdf 12
2. 2023_TA_SMJ_022001801285_Lembar-Pengesahan.pdf 6
3. 2023_TA_SMJ_022001801285_Bab-1-Pendahuluan.pdf 7
4. 2023_TA_SMJ_022001801285_Bab-2-Tinjauan-Pustaka.pdf 27
5. 2023_TA_SMJ_022001801285_Bab-3-Metodologi-Penelitian.pdf 22
6. 2023_TA_SMJ_022001801285_Bab-4-Pembahasan-dan-Penelitian.pdf 21
7. 2023_TA_SMJ_022001801285_Bab-5-Kesimpulan.pdf 4
8. 2023_TA_SMJ_022001801285_Daftar-Pustaka.pdf 5
9. 2023_TA_SMJ_022001801285_Lampiran.pdf 18

P Penelitian ini bertujuan untuk menganalisis pengaruh Brand Logo Typeface terhadap Brand Attitude, pengaruh Brand Logo Typeface terhadap Consumer Satisfaction, pengaruh Brand Attitude terhadap Brand Preference, pengaruh Consumer Satisfaction terhadap Brand Preference, pengaruh Consumer Satisfaction terhadap Brand Attitude, pengaruh Brand Attitude terhadap Purchase Intention, pengaruh Brand Preference terhadap Purchase Intention dan pengaruh Consumer Satisfaction terhadap Purchase Intention. Penelitian ini dilakukan pada individu yang pernah menggunakan Taksi Online (Grab, Indrive, Maxim, Gojek) minimal 3 kali dalam 1 tahun terakhir. Data penelitian diperoleh melalui kuesioner online (google form). Teknik penarikan sampel yang digunakan dalam penelitian ini yaitu purposive sampling. Alat analisis data yang digunakan adalah Structural Equation Model (SEM).Hasil penelitian ini menyimpulkan bahwa Brand Logo Typeface tidak berpengaruh terhadap Brand Attitude, Brand Logo Typeface berpengaruh terhadap Consumer Satisfaction, Brand Attitude berpengaruh terhadap Brand Preference, Consumer Satisfaction berpengaruh terhadap Brand Preference, Consumer Satisfaction berpengaruh terhadap Brand Attitude, Brand Attitude berpengaruh terhadap Purchase Intention, Brand Preference berpengaruh terhadap Purchase Intention, Consumer Satisfaction berpengaruh terhadap Purchase Intention

T This research aims to analyze the influence of Brand Logo Typeface on Brand Attitude, the influence of Brand Logo Typeface on Consumer Satisfaction, the influence of Brand Attitude on Brand Preference, the influence of Consumer Satisfaction on Brand Preference, the influence of Consumer Satisfaction on Brand Attitude, the influence of Brand Attitude on Purchase Intentions, the influence Brand Preference on Purchase Intention and the influence of Consumer Satisfaction on Purchase Intention. This research was conducted on individuals who had used online taxis (Grab, Indrive, Maxim, Gojek) at least 3 times in the last 1 year. Research data was obtained through an online questionnaire (google form). The sampling technique used in this research is purposive sampling. The data analysis tool used is the Structural Equation Model (SEM).The results of this research conclude that Brand Logo Typeface has no effect on Brand Attitude, Brand Logo Typeface has an effect on Consumer Satisfaction, Brand Attitude has an effect on Brand Preference, Consumer Satisfaction has an effect on Brand Preference, Consumer Satisfaction has an effect on Brand Attitude, Brand Attitude has an effect on Purchase Intention, Brand Preference influences Purchase Intention, Consumer Satisfaction influences Purchase Intention

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