Pengaruh brand trust, perceived value terhadap brand preference dan purchase intention

DETAIL KOLEKSI

Pengaruh brand trust, perceived value terhadap brand preference dan purchase intention

Oleh : Sofia Hasbi

Info Katalog

Nomor Panggil : 617.692 SOF p

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Ina Oktaviana Matusin

Subyek : Customer satisfaction

Kata Kunci : brand trust, perceived value, brand preference, purchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022002004021_Halaman-Judul.pdf	11
2.	2022_TA_SMJ_022002004021_Lembar-Pengesahan.pdf	6
3.	2022_TA_SMJ_022002004021_Bab-1-Pendahuluan.pdf	8
4.	2022_TA_SMJ_022002004021_Bab-2-Tinjauan-Pustaka.pdf	21
5.	2022_TA_SMJ_022002004021_Bab-3-Metode-Penelitian.pdf	12
6.	2022_TA_SMJ_022002004021_Bab-4-Analisis-dan-Pembahasan.pdf	11
7.	2022_TA_SMJ_022002004021_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022002004021_Daftar-Pustaka.pdf
9.	2022_TA_SMJ_022002004021_Lampiran.pdf	15

Abstrak
Abstract

P enelitian ini berujuan untuk menganalisis faktor-faktor atau variabel yang dapat mempengaruhi konsumen untuk melakukan purchase intention pada merekhandphone di Indonesia. Pada penelitian ini purchase intention dipengaruhi oleh 3faktor yaitu brand trust, perceived value, brand preference. Penelitian ini diakukanpada individu yang sudah pernah menggunakan dan membeli merek handphone dan160 sampel dari individu yang sudah pernah menggunakan dan membeli merekhandphone selama. Metode yang digunakan adalah non-probability sampling denganTeknik pursposive sampling dan menggunakan alat Strucktural Equation Model(SEM)Hasil dari penelitian ini adalah (1) Brand Trust berpengaruh positif terhadapBrand Preference. (2) Brand Trust tidak berpengaruh positif terhadap PurchaseIntention. (3) Perceived Value berpengaruh positif terhadap Brand Preference. (4)Perceived Value berpengaruh positif terhadap Purchase Intention. (5) BrandPreference berpengaruh postif terhadap Purcahse Intention.

T his study aims to analyze factors or variables that can influence consumers tomake purchase intentions on mobile phone brands in Indonesia. In this study,purchase intention was influenced by 3 factors, namely brand trust, perceived value,brand preference. This study was conducted on individuals who had used andpurchased the mobile phone brand and 160 samples from individuals who had usedand purchased the mobile phone brand during. The method used is non-probabilitysampling with pursposive sampling technique and uses strucktural equation model(SEM) tool.The results of this study are (1) Brand Trust has a positive effect on BrandPreference. (2) Brand Trust does not have a positive effect on Purchase Intention.(3) Perceived Value has a positive effect on Brand Preference. (4) Perceived Valuehas a positive effect on Purchase Intention. (5) Brand Preference has a positiveeffect on Purcahse Intention