Anteseden purchase intention dalam pembelian merek sepatu olah raga
Info Katalog
File Repositori
Nomor Panggil : 022161163
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2021
Pembimbing 1 : Sri Vandayuli Riorini
Subyek : Brand name products - Marketing
Kata Kunci : brand awareness, brand association, perceived quality, brand loyalty, purchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2021_TA_SMJ_022161163_Halaman-Judul.pdf | 11 | |
| 2. | 2021_TA_SMJ_022161163_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2021_TA_SMJ_022161163_Bab-1-Pendahuluan.pdf | ||
| 4. | 2021_TA_SMJ_022161163_Bab-2-Tinjaun-Pustaka.pdf |
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| 5. | 2021_TA_SMJ_022161163_Bab-3-Metode-Penelitian.pdf |
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| 6. | 2021_TA_SMJ_022161163_Bab-4-Analisis-dan-Pembahasan.pdf |
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| 7. | 2021_TA_SMJ_022161163_Bab-5-Kesimpulan.pdf |
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| 8. | 2021_TA_SMJ_022161163_Daftar-Pustaka.pdf | 5 | |
| 9. | 2021_TA_SMJ_022161163_Lampiran.pdf |
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P enelitian ini bertujuan untuk menguji anteseden Purchase Intention dalam pembelian merek sepatu olahraga. Variabel dependen yang diguanakan dalam penelitian ini adalah Purchase intention. Vatiabel indepeden yang digunakan dalam penelitian ini adalah Brand awareness, Brand association, Perceived quality dan Brand loyalty. Penelitian ini mengumpulkan data dengan metode purposive sampling, data dikumpulkan secara langsung dengan menyebarkan kuesioner secara online 218 responden. Penelitian ini diolah menggunakan metode analisis Structural Equation Model (SEM). Hasil dari penelitian ini menunjukkan bahwa: (1) terdapat pengaruh positif Brand awareness terhadap Purchase intention, (2) terdapat pengaruh positif Brand association terhadap Purchase intention, (3) tidak terdapat pengaruh positif Perceived quality terhadap Purchase intention, (4) terdapat pengaruh positif Brand loyalty terhadap Purchase intention.
T his research has the aim is to examine antecedents of Purchase Intention in buying sports shoes brands. The dependent variable used in this study is Purchase Intention. The independent variables used in this research are Brand awareness, Brand association, Perceived quality and Brand loyalty. This study collects data by purposive sampling method, data is collected directly by distributing online questionnaires to 218 respondents. This research was processed using the Structural Equation Model (SEM) analysis method. The results of this study indicate: (1) Brand awareness has a positive effect on Purchase Intention, (2) Brand association has a positive effect on Purchase intention, (3) Perceived quality has no positive effect on Purchase intention, (4) Brand loyalty has a positive effect on Purchase intention
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