Ghotary, Hamdhi (2018) The Influences of Brand Image, Country of Origin, and Interpersonal Influences on Purchase Intention : The Case of Erigo (A Survey on College Student in Malang City). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk membuktikan pengaruh Brand Image, Country of Origin, dan Interpersonal Influences secara parsial terhadap minat pembelian dan pengaruh Brand Image, Country of Origin, dan Interpersonal Influences secara simultan terhadap minat pembelian. Jenis penelitian ini adalah penelitian eksplanatori dengan teknik sampling purposive. Teknik pengumpulan data menggunakan online kuesioner yang disebarkan kepada mahasiswa di kota Malang sebanyak 118 responden. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis deksriptif dan regresi linier berganda. Hasil dari penelitian ini membuktikan bahwa Brand Image (X1) berpengaruh signifikan terhadap Purchase Intention (Y) dengan nilai koefisien 3.275 dan nilai t adalah 0.001. Country of Origin (X2) juga berpengaruh signifikan terhadap Purchase Intention dengan nilai koefisien 2.283 dan nilai t adalah 0.024. Interpersonal Influences (X3) berpengaruh signifikan terhadap Purchase Intention dengan nilai koefisien 2.992 dan nilai t adalah 0.003. Brand Image, Country of Origin dan Interpersonal Influences secara simultan berpengaruh terhadap Purchase Intention dengan nilai F 0.000 dan berpengaruh terhadap Purchase Intention (Y) sebesar 0.554 (55.4%). Bagaimanapun, ada variable lain yang dapat mempengaruhi yang tidak dibahas dalam penelitian ini. Kepada peneliti selanjutnya harap memperhatikan variable-variabel lain yang belum dibahas dalam penelitian ini.
English Abstract
This research is proposed to find out the impact of Brand Image, Country of Origin, and Interpersonal Influences partially on purchase intention and find out the impact of Brand Image, Country of Origin, and Interpersonal Influences simultaneously on purchase intention. Type of research is explanatory research with purposive sampling method. Data collecting techniques is done by using online questionnaire distributed to college student in Malang City amount 118 respondents. Data analysis technique used for this research is descriptive analysis and multiple linear regression analysis. The results is Brand Image Variable (X1) has significant impact on Purchase Intention (Y) with the coefficient value of 3.275 and probability t value is 0.001. Country of Origin Variable (X2) has significant impact on Purchase Intention (Y) with the coefficient value of 2.283 and probability t value is 0.024. Interpersonal Influences (X3) has significant impact on Purchase Intention (Y) with the coefficient value of 2.992 and probability t value is 0.003. Brand Image, Country of Origin, and Interpersonal Influences have significant relation with purchase intention with probability F value is 0.000 and all have contribution on purchase intention variable (Y) of 0.554 (55.4%). However the rest of result is affected by other variables which are not researched in this research.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1043/051900306 |
| Uncontrolled Keywords: | Brand Image, Country of Origin, Interpersonal Influences, Purchase Intention Brand Image, Country of Origin, Interpersonal Influences, 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 Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 Aug 2019 07:27 |
| Last Modified: | 18 Oct 2021 03:14 |
| URI: | http://repository.ub.ac.id/id/eprint/165448 |
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