Widyaningrum, PremiWahyu (2013) Pengaruh Ekuitas Merek terhadap Minat Pembelian serta dampaknya pada Keputusan Pembelian (Survei pada Konsumen Smartphone BlackBerry Pengunjung Malang Plaza). Magister thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah menganalisis dan menjelaskan pengaruh dari Kesadaran Merek, Persepsi Kualitas, Asosiasi Merek dan Loyalitas Merek terhadap Minat Pembelian dan Proses Keputusan Pembelian. Penelitian ini termasuk explanatory research . Metode pengambilan data teknik survei. Teknik pengambilan sampel yaitu sampel sistematis acak (systematic random sampling), sehingga diperoleh sampel sebesar 100 orang responden. Populasi pada penelitian ini adalah Konsumen Smartphone merek BlackBerry yang mengunjungi Malang Plaza di Kota malang. Penelitian ini adalah eksplanatory research. Pengambilan sampel dengan sampel sistematis acak ( systematic random sampling ), sehingga diperoleh sampel sebesar 100 orang responden. Metode analisis data menggunakan analisis jalur ( Path Analysis ). Hasil analisis data menunjukkan bahwa (1) Kesadaran Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian, (2) variabel Persepsi Kualitas memiliki pengaruh signifikan terhadap variabel Minat Pembelian, (3) variabel Asosiasi Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian, (4) variabel Loyalitas Merek memiliki pengaruh signifikan terhadap variabel Minat Pembelian, (5) variabel Kesadaran Merek tidak memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian, (6) variabel Persepsi Kualitas memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian, (7) variabel Asosiasi Merek memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian, (8) variabel Loyalitas Merek memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian, (9) variabel Minat Pembelian memiliki pengaruh signifikan terhadap variabel Proses Keputusan Pembelian.
English Abstract
objective of this study is to analyze and explain effect of Brand Awareness, Perceived Quality, Brand Association and Brand Loyalty toward Purchase Intention and Purchase Decision Process. research belongs to explanatory research. samples are taken by using systematic random sampling. size of samples determined 100 people. Population in this study is Customers BlackBerry Smartphone who visited Malang Plaza in Malang. This study is explanatory research. Sampling using purposive sampling techniques. size of samples determined 100 people. data are analized by path analysis (path analysis). Analysis result proves that (1) Brand Awareness significant effect on Purchase Intention, (2) Perceived Quality significant effect on Purchase Intention, (3) Brand Association significant effect on Purchase Intention, (4) Brand Loyalty significant effect on Purchase Intention, (5) Brand Awareness did not bring any significant effect on Purchase Decision Process, (6) Perceived Quality significant effect on Purchase Decision Process, (7) Brand Association significant effect on Purchase Decision Process, (8) Brand Loyalty significant effect on Purchase Decision Process, (9) Purchase Intention significant effect on Purchase Decision Process
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/WID/p/041309291 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Administrasi Bisnis, Fakultas Ilmu Administrasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 13 Jun 2014 15:38 |
| Last Modified: | 13 Jun 2014 15:38 |
| URI: | http://repository.ub.ac.id/id/eprint/159956 |
Actions (login required)
 |
View Item |