Pengaruh brand equity terhadap purchase intention handphone iPhone di Jakarta

DETAIL KOLEKSI

Pengaruh brand equity terhadap purchase intention handphone iPhone di Jakarta

Oleh : H Fransiskus Tarihoran

Info Katalog

Nomor Panggil : 022001701081

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Arnolt KristianPakpahan

Subyek : Marketing - Management;Brand name products - Marketing

Kata Kunci : brand equity, brand awareness, brand trust, brand association, brand attachment, dan brand commitmen

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.	Link
1.	2022_TA_SMJ_022001701081_Halaman-Judul.pdf
2.	2022_TA_SMJ_022001701081_Lembar-Pengesahan.pdf
3.	2022_TA_SMJ_022001701081_Bab-1_Pendahuluan.pdf
4.	2022_TA_SMJ_022001701081_Bab-2_Tinjauan-Pustaka.pdf
5.	2022_TA_SMJ_022001701081_Bab-3_Metode-Penelitian.pdf
6.	2022_TA_SMJ_022001701081_Bab-4_Analisis-dan-Pembahasan.pdf
7.	2022_TA_SMJ_022001701081_-Bab-5-Kesimpulan.pdf
8.	2022_TA_SMJ_022001701081_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022001701081_Lampiran.pdf

Abstrak
Abstract

P enelitian ini bertujuan untuk mengatahui pangearuh Brand Equity (yang terdiri dari Brand Awareness, Brand Trust, Brand Association, Brand Attachment, dan Brand Commitment) Terhadap Purchase Intention Handphone iPhone di Jakarta.Metode analisis data yang digunakan adalah metode analisis structural equation modeling (SEM) dengan bantuan software AMOS 21. Sampel dalam penelitian ini adalah 130 responden,pengguna iPhone dengan pemakaian 1 tahun keatas. Penyebaran dilakukan dalam bentuk Google Forms yang akan disebarluaskan melalui social media. Metode pemilihan sampel yaitu metode purposive sampling.Hasil pengujian memperlihatkan bahwa Brand awareness berpengaruh signifikan positif terhadap purcahse intention pada merek iPhone, Brand trust berpengaruh signifikan positif terhadap purcahse intention pada merek iPhone, Brand association berpengaruh signifikan positif terhadap purcahse intention pada merek iPhone, Brand attachment berpengaruh signifikan positif terhadap purcahse intention pada merek iPhone, Brand commitment berpengaruh signifikan positif terhadap purcahse intention pada merek iPhone.

T his study aims to determine the influence of Brand Equity (which consists of Brand Awareness, Brand Trust, Brand Association, Brand Attachment, and Brand Commitment) on the Purchase Intention of iPhone Mobile in Jakarta.The data analysis method used is the structural equation modeling (SEM) analysis method with the help of AMOS 21 software. The sample in this study was 130 respondents, iPhone users with 1 year of use and over. Dissemination is carried out in the form of Google Forms which will be disseminated through social media. The sample selection method is purposive sampling method.The test results show that brand awareness has a significant positive effect on purchase intention on the iPhone brand, Brand trust has a significantly positive effect on purchase intention on the iPhone brand, Brand association has a significant positive effect on purchase intention on the iPhone brand, Brand attachment has a significant positive effect on purchase intention on the brand. iPhone, Brand commitment has a significant positive effect on purchase intention on the iPhone brand.