Anteseden dari purchase intentions
Info Katalog
File Repositori
Nomor Panggil : 2019_TA_MJ_022150007
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2019
Pembimbing 1 : Kurniawati
Subyek : Reciprocity;Marketing management;Purchase intention
Kata Kunci : reciprocity, corporate image, brand image, purchase intention.
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2019_TA_MJ_022150007_Halaman-Judul.pdf | 18 | |
| 2. | 2019_TA_MJ_022150007_Bab-1.pdf | 8 | |
| 3. | 2019_TA_MJ_022150007_Bab-2.pdf |
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| 4. | 2019_TA_MJ_022150007_Bab-3.pdf |
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| 5. | 2019_TA_MJ_022150007_Bab-4.pdf |
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| 6. | 2019_TA_MJ_022150007_Bab-5.pdf |
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| 7. | 2019_TA_MJ_022150007_Daftar-Pustaka.pdf | 8 | |
| 8. | 2019_TA_MJ_022150007_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji dan menganalisis Reciprocity, Corporate image, Brand image, yang mempengaruhi Purchase intention pada pelanggan sepatu olah raga merek Adidas, Nike, atau Reebok. Jumlah responden yang yang diperlukan yaitu sebanyak 130 orang.Metode pengumpulan data menggunakan non-probalbility sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil penelitian ini adalah bahwa terdapat pengaruh positif signifikan Reciprocity terhadap Corporate image. Kemudian Reciprocity terbukti memiliki pengaruh positif signifikan terhadap Purchase Intention. Kemudian tidak terdapat pengaruh positif antara Reciprocity terhadap Brand image. Lalu terdapat pengaruh positif signifikan antara Corporate image terhadap Brand image. Tidak terdapat pengaruh positif antara Corporate image terhadap Purchase intention. Sementara itu terdapat pengaruh positif signifikan antara Brand image terhadap Purchase intention.Penelitian ini memberikan saran agar dapat dilakukan dengan variabel lain seperti Trust , Word of mouth (Lin et al., 2010) dan juga menambahkan mediasi Corporate image kepada penelitian Reciprocity terhadap Brand image (Lee dan Lee, 2018).
T his study aims to teset and analyze Reciprocity, Corporate image, Brand image, on Purchase intention to sports shoes customers brand Adidas, Nike, or Reebok. The numbers of respondents is in accordance to that number 130 people.Data collection method uses non-probablity sampling. The test was carried using the Structural Equatiom Model (SEM) method. The results of this study are that there is a positive effect of Reciprocity on Corporate image. Reciprocity then proven to have a significant positive effect on Purchase Intention. Then there is no positive influence between Reciprocity on Brand image. so proven to have a significant positive effect on Corporate image on Brand image. Then there is no positive influence between Corporate image on Purchase intention. Meanwhile there is a significant positive influence between Brand image on Purchase intention.This research provides suggestions to be done with other variablels such as Trust , Word of mouth (Lin et al., 2010) and also add mediation Corporate image in research Reciprocity on Brand image (Lee dan Lee, 2018).
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