Pengaruh brand image terhadap purchase intention yang di moderasi oleh store image
Info Katalog
File Repositori
Nomor Panggil : 2018_TA_MJ_022140053
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2018
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Brand image;Marketing management
Kata Kunci : brand image, purchase intention, store image
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2018_TA_MJ_022140053_Halaman-judul.pdf | ||
| 2. | 2018_TA_MJ_022140053_Bab-1.pdf | ||
| 3. | 2018_TA_MJ_022140053_Bab-2.pdf |
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| 4. | 2018_TA_MJ_022140053_Bab-3.pdf |
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| 5. | 2018_TA_MJ_022140053_Bab-4.pdf |
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| 6. | 2018_TA_MJ_022140053_Bab-5.pdf |
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| 7. | 2018_TA_MJ_022140053_Daftar-pustaka.pdf | ||
| 8. | 2018_TA_MJ_022140053_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Pengaruh BrandImage terhadap Purchase Intention yang dimoderasi oleh Store Image. Metodepengumpulan data dengan penyebaran kuisioner. Pengujian dilakukan denganMetode SEM (Structural Equaition Model). Jumlah responden disebarkan darihasil kuisioner sebnayak 130 Responden.Hasil penelitian ini menunjukan bahwaTerdapat pengaruh antara Brand Image terhadap Purchase Intention yangdimoderasi Store Image. Yang artinya, apabila pengaruh Brand Image dengandimoderasi Store Image maka Purchase Intention akan menjadi positif.Penelitianini memberikan saran agar penelitian selanjutnya dapat meneliti variabel lainyang belum diteliti dalam penelitian ini, maka dapat bermanfaat lain bagiperusahaan baik dilakukan pada sektor ataupun industry lainnya sehinggapenelitian menjadi lebih beragam.
T his study aims to examine and analyze the effect of Brand Image onPurchase Intention which is moderated by the Store Image.Data collection methodwith questionnaire distribution. The test was carried out by the SEM (StructuralEquaition Model) Method. The number of respondents was distributed from theresults of questionnaires as many as 130 respondents.The results of this studyindicate that there is an influence between Brand Image on Purchase Intention which is moderated by the Store Image. Which means, if the influence of Brand Image with the Store Image moderated, the Purchase Intention will be positive.This research provides suggestions that further research can examine other variables that have not been examined in this study, so that it can be useful for other companies to be carried out in other sectors or industries so that research becomes more diverse.
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