Pengaruh brand image, product involvement, product knowledge terhadap counterfeits purchase intention
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2011
Pembimbing 1 : Willy Arafah
Subyek : Brand name products;marketing;business
Kata Kunci : brand image, counterfeits purchase intention, product involvement, Product knowledge
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2012_TA_AK_023070042_7.pdf |
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| 2. | 2012_TA_AK_023070042_6.pdf |
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| 3. | 2012_TA_AK_023070042_5.pdf |
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| 4. | 2012_TA_AK_023070042_4.pdf |
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| 5. | 2012_TA_AK_023070042_3.pdf |
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| 6. | 2012_TA_AK_023070042_2.pdf |
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| 7. | 2012_TA_AK_023070042_1.pdf |
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P enelitian ini bertujuan untuk menganalisis pengaruh brand image, product involvement, dan product knowledge terhadap counterfeits purchase intention. Variabel independent dalam penelitian ini yaitu: brand image, product involvement, product knowledge dan variabel dependent adalah purchase intention. Data penelitian diperoleh dengan menyebarkan kuesioner kepada 120 responden pengguna jam counterfeits guess di universitas trisakti. Teknik pengambilan sampel menggunakan purposive sampling. Alat analisa yang digunakan dalam penelitian ini adalah uji regresi. Berdasarkan hasil penelitian, ditemukan dimensi brand image, product involvement dan product knowledge berpengaruh positif terhadap counterfeits purchase intention. Berdasarkan hasil tersebut maka manajer pemasaran harus memperhatikan faktor yang mendorong niat pembelian terhadap counterfeits purchase intention dengan menggunakan komunikasi pemasaran yang tepat sesuai dengan nilai dan keinginan dari konsumen.
T he purpose of this research is to analyze the influence of brand image, product involvement and product knowledge to counterfeits purchase intention. Independents variable in this study are: brand image, product involvement, product knowledge and dependent variable is counterfeits purchase intention. Research data obtained by distributing qustionner to 120 respondents that have used counterfeits whatch of guess in trisakti university. Analysis tools used in this study is regression testing. Based on the results of this research, found the dimension of brand image, product involvement, product knowledge have positively influence on counterfeits purchase intention. Based on the results the marketing manager must consider to the factors that driving counterfeits purchase intention with by using the right marketing communications according to the value and desires of consumers.
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