Latifah, Faridhotul (2018) Pengaruh Brand Image, Price, Trust, Dan Value Terhadap Purchase Intention Konsumen Tokopedia Di Kabupaten Tulungagung. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand image, price, trust, dan value terhadap purchase intention konsumen Tokopedia. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey dilakukan kepada 105 responden masyarakat Kabupaten Tulungagung yang pernah bertransaksi di Tokopedia. Penelitian ini menggunakan jenis penelitian eksplanatori dengan menggunakan pendekatan kuantitatif dan metode survey. Penelitian eksplanatori peneliti berusaha untuk menjelaskan atau membuktikan hubungan atau pengaruh antar variabel, yaitu pengaruh variabel independen (brand image, price, trust, dan value) terhadap variabel dependen (purchase intention) Tokopedia. Peneliti juga ingin mengetahui seberapa besar kontribusi variabel-variabel independen terhadap variabel dependen. Pendekatan penelitian yang digunakan dalam penelitian ini ialah pendekatan kuantitatif dan menggunakan metode survey. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan menggunakan analisis regresi linier berganda dengan menggunakan SPSS versi 21. Hasil penelitian menunjukkan bahwa ; (1) Variabel brand image ternyata memiliki pengaruh terhadap variabel purchase intention konsumen Tokopedia di Kabupaten Tulungagung, (2) Variabel price ternyata memiliki pengaruh terhadap variabel purchase intention konsumen Tokopedia di Kabupaten Tulungagung , (3) Variabel trust ternyata memiliki pengaruh terhadap variabel purchase intention konsumen Tokopedia di Kabupaten Tulungagung, (4) Variabel value ternyata memiliki pengaruh terhadap variabel purchase intention konsumen Tokopedia di Kabupaten Tulungagung.
English Abstract
This research aims to know the influence of brand image, trust, and value towards purchase intention of Tokopedia's consumer in Tulungagung regency who have been doing transactions in Tokopedia. This research is an explanatory research by using quantitative approach and survey method. In explanatory research, researcher tries to explain or prove a relationship or effect between variables, which are independent variables (brand image, price, trust, and value) towards dependent variable (purchase intention) of Tokopedia. Researcher also wants to know how big the contribution of independent variables towards dependent variable. The approach used in this research is quantitative approach by using survey method. Sample taking is by using non-probability sampling with purposive sampling technique. Data processing is done by using multiple linear regression analysis with SPSS software v.21. The result of this research proves that: (1) brand image influences consumer intention of Tokopedia's consumer in Tulungagung regency, (2) price influences purchase intention of Tokopedia's consumer in Tulungagung regency, (3) trust influences purchase intention of Tokopedia's consumer in Tulungagung regency, (4) value influences purchase intention of Tokopedia's consumer in Tulungagung regency.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/723/051900733 |
| Uncontrolled Keywords: | Brand Image, Price, Trust, Value, Purchase Intention, brand image, trust, value, purchase intentio |
| 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: | 29 Apr 2019 01:50 |
| Last Modified: | 20 Oct 2021 09:01 |
| URI: | http://repository.ub.ac.id/id/eprint/163470 |
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