Pengaruh Brand Luxury dan Product Quality Terhadap Consumer Willingness to pay (Studi pada Konsumen Merek Streetwear di kota Jakarta)

Hermanto, Trietanti Azalea (2019) Pengaruh Brand Luxury dan Product Quality Terhadap Consumer Willingness to pay (Studi pada Konsumen Merek Streetwear di kota Jakarta). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Luxury dan Product Quality terhadap Consumer Willingness to Pay pada merek streetwear. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan dan pengaruh antara satu variabel dengan variabel lainnya melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 100 responden. Responden tersebut merupakan pengguna dan pembeli merek streetwear. Penelitian ini menggunakan teknik sampel dengan metode non-probability sampling. Analisis data menggunakan The Statistical Package For Social Sciences (SPSS) dan dibantu dengan software SPSS 20. Hasil penelitian ini menunjukkan bahwa variabel Brand Luxury dan Product Quality berpengaruh secara signifikan terhadap Consumer Willingness to Pay pada merek streetwear.

English Abstract

This study aims to determine the effect of Luxury Brand and Product Quality on Consumer Willingness to Pay on streetwear brands. This type of research is explanatory research which explains the relationship and influence between one variable and another variable through hypothesis testing. This study used a sample of 100 respondents. The respondents are streetwear users and buyers. This study uses a sampling technique with a non-probability sampling method. Data analysis using The Statistical Package for Social Sciences (SPSS) and assisted with SPSS 20 software. The results of this study indicate that the Brand Luxury and Product Quality variables significantly influence Consumer Willingness to Pay on streetwear brands.

Item Type:	Thesis (Sarjana)
Identification Number:	SKR/FEB/2019/241/051903636
Uncontrolled Keywords:	Brand Luxury, Product Quality, Consumer Willingness to Pay
Subjects:	600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Endang Susworini
Date Deposited:	15 Aug 2020 01:12
Last Modified:	17 Jan 2022 04:27
URI:	http://repository.ub.ac.id/id/eprint/170232

Text Trietanti Azalea Hermanto (2).pdf Restricted to Registered users only Download (5MB)

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