Fitriana, Dana (2014) Pengaruh Brand Image Terhadap Purchase Intention Pada Produk Otomotif (Studi Kasus Pada Calon Pembeli Toyota Avanza Di Auto 2000 Sutoyo-Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh Brand Image yang terdiri dari Funcional Image, Affective Image, Reputation Image terhadap Purchase Intention mobil Toyota Avanza pada AUTO 2000 Sutoyo Malang. Untuk mengetahui seberapa besar pengaruh variabel bebas (variabel independent) terhadap variabel terikat (variabel dependent) digunakan analisa regresi berganda dengan metode uji F dan uji t. penelitian ini termasuk jenis penelitian exsplanatory research, yaitu menjelaskan hubungan dan pengaruh variabel bebas terhadap variabel terikat. Populasi dalam penelitian ini adalah calon pembeli Toyota Avanza dan sampel yang diambil sebanyak 100 responden. Untuk pengambilan sampel digunakan metode random sampling yaitu metode pengambilan sampel yang memberikan kesempatan yang sama untuk diambil kepada setiap elemen populasi. Pengujian instrumen penelitian berupa uji validitas, uji reliabilitas dan uji asumsi klasik yang meliputi uji multikolinearitas dan uji heterokedastisitas. Uji hipotesis menggunakan uji F dan uji t, sedangkan menganalisa data digunakan regresi berganda. Hasil penelitian menunjukkan bahwa secara simultan dimensi functional image, affective image, reputation image berpengaruh secara signifikan terhadap purchase intention Secara parsial dimensi functional image, affective image, reputation image berpengaruh secara signifikan terhadap purchase intention Dengan demikian dapat disimpulkan bahwa ketiga variabel bebas yaitu functional image, affective image, reputation image secara bersama-sama mempunyai pengaruh yang signifikan terhadap purchase intention. Dengan demikian berarti Brand Image berpengaruh terhadap purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2014/228/051403907 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Hasbi |
| Date Deposited: | 17 Jul 2014 09:52 |
| Last Modified: | 25 Nov 2021 05:57 |
| URI: | http://repository.ub.ac.id/id/eprint/107243 |
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