Amelia, Siska (2016) The Impact Of Brand Equity Towards Consumer’s Purchase Intention (An Empirical Study Of Teh Botol Sosro Product, On College Student In Faculty Economics And Business University Of Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk menguji pengaruh kesadaran merek, asosiasi merek, kualitas yang dirasakan dan loyalitas merek pada niat pembelian konsumen Botol Sosro siap minum teh baik sebagian dan secara bersamaan di konsumen Botol Sosro di mahasiswa dan Universitas Bisnis Brawijaya Malang. Untuk mengetahui hubungan antara kesadaran merek, asosiasi merek, kualitas yang dirasakan, dan loyalitas merek terhadap niat konsumen untuk membeli, analisis regresi, F-Test, T-test, diterapkan. Sampel dalam penelitian ini adalah siswa di Fakultas Ekonomi dan Bisnis Universitas Brawijaya (UB) Malang. Teknik pengambilan sampel adalah purposive sampling dengan 120 responden dan instrumen penelitian yang menggunakan latar belakang demografis, kesadaran merek, asosiasi merek, kualitas yang dirasakan, loyalitas merek, dan niat beli konsumen. Dan diuji menggunakan uji validitas, dan uji asumsi klasik. Pengujian hipotesis menggunakan uji F dan T untuk menganalisis data yang akan digunakan dalam analisis regresi berganda. Hasil penelitian menunjukkan bahwa asosiasi merek dan loyalitas merek mempengaruhi niat konsumen secara signifikan untuk membeli produk TEH Botol Sosro secara parsial dan bersamaan. Oleh karena itu, loyalitas merek adalah faktor dominan dalam menciptakan niat pembelian konsumen.
English Abstract
The purpose of this research is to examine the influence of Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty on Purchase Intention of Teh Botol Sosro consumers ready to drink tea either partially and simultaneously on Teh Botol Sosro consumers on College Student in Faculty Economics and Business University of Brawijaya Malang. In order to know the relationship among Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty towards Consumer‟s Intention to Purchase, a regression analysis, F-test, T-test, was applied. The samples in this research is student in Faculty Economics and Business University of Brawijaya (UB) Malang. The sampling technique was a purposive sampling with 120 respondents and the research instrument employed demographic background, Brand Awareness, Brand Association, Perceived Quality, Brand Loyalty, and Consumer Purchase Intention.and were tested using validity test, reability test, and classical assumption test. The hypothesis testing was using F and T test to analyze the data to be used in Multiple Regression Analysis. The result showed that Brand Association and Brand Loyalty influence consumer intention significantly to purchase Teh Botol Sosro product both partially and simultaneously. Therefore, Brand Loyalty is the dominant factor in creating consumer purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2016/24/051603118 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 18 May 2016 08:25 |
| Last Modified: | 28 Oct 2021 06:54 |
| URI: | http://repository.ub.ac.id/id/eprint/108654 |
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