Sari, Fais Desintha (2018) Pengaruh Brand Equity Terhadap Purchase Intention Pada Famela Management. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity terhadap Purchase Intention pada Famela Management. 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 150 responden. Responden tersebut merupakan pengusaha online shop yang telah mengetahui Famela Management namun, belum pernah menggunakan jasa di Famela Management. Penelitian ini menggunakan teknik sampel dengan metode non-probability sampling. Uji hipotesis dilakukan dengan melihat nilai probabilitas dan t-statistik. Analisis data menggunakan The Statistical Package For Social Sciences (SPSS) dan dibantu dengan software SPSS 25. Hasil penelitian ini menunjukkan bahwa terdapat dua variabel yang tidak berpengaruh secara signifikan terhadap Purchase Intention, yaitu variabel Brand Image dan variabel Brand Associations. Variabel Brand Awareness dan Perceived Quality berpengaruh secara signifikan terhadap Purchase Intention pada Famela Management.
English Abstract
This research aims to discover the effect of Brand Equity on Purchase Intention in Famela Management. The type of this research is the explanatory research which explains the relationship and the influence between one variable and another through hypothesis testing. The samples of this research consist of 150 individual respondents. Furthermore, the respondents are the entrepeneurs of online shops who acknowledge Famela Management, but have never used the services there. Thus, this research uses a sampling technique with a non-probability sampling method. The hypothesis testing was conducted using probability value and tstatistic. The data were analyzed using The Statistical Package for Social Sciences (SPSS) with the help of a software called SPSS 25. The results of this research indicate that there are two variables that do not have a significant effect towards Purchase Intention, which are Brand Image variable and Brand Associations variable. Brand Awareness and Perceived Quality variables have a significant effect on Purchase Intention in Famela Management.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/727/051900938 |
| Uncontrolled Keywords: | Brand Equity, Purchase Intention, Brand Equity, Purchase Intention |
| 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: | Nur Cholis |
| Date Deposited: | 26 Apr 2019 01:48 |
| Last Modified: | 20 Oct 2021 09:14 |
| URI: | http://repository.ub.ac.id/id/eprint/163451 |
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