Sahara, Afrianty (2018) Pengaruh Brand Image Dan Fashion Consciousness Terhadap Keputusan Pembelian Produk (Survei Pada Konsumen Perempuan Di House Of Ria Miranda Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menganalisis dan menguji pengaruh antara variabel-variabel yang diteliti dalam penelitian ini. Pengaruh yang diuji tersebut antara lain, pengaruh brand image terhadap keputusan pembelian produk, pengaruh fashion consciousness terhadap keputusan pembelian produk, dan pengaruh brand image dan fashion consciousness terhadap keputusan pembelian produk. Jenis penelitian yang digunakan pada penelitian ini adalah explanatory research dengan menggunakan pendekatan kuantitatif. Sampel yang diambil sebanyak 100 konsumen perempuan di House of Ria Miranda Malang. Metode pengumpulan data yang digunakan adalah kuesioner. Analisis data yang digunakan pada penelitian ini adalah analisis deskriptif, uji asumsi klasik, analisis regresi linier berganda, uji F dan uji t. Berdasarkan hasil analisis regresi linear berganda menunjukkan bahwa variabel brand image berpengaruh signifikan secara parsial terhadap variabel keputusan pembelian produk, dengan menunjukkan sig. t (0,000) < α (0,05), fashion consciousness berpengaruh signifikan secara parsial terhadap keputusan pembelian produk dengan menunjukkan sig. t (0,000) < α (0,05), brand image dan fashion consciousness berpengaruh signifikan terhadap keputusan pembelian produk dengan nilai sig. F(0,000) < α (0,05), probabilitas signifikansi < 0,05 yaitu
English Abstract
This study aims to analyze and test the influence between the variables studied in this study. The influence of the tested, among others, the influence of brand image on product purchasing decisions, the influence of fashion consciousness on product purchasing decisions, and the influence of brand image and fashion consciousness on product purchasing decisions. The type of research used in this research is explanatory research using quantitative approach. Samples taken as many as 100 female consumers in House of Ria Miranda Malang. Data collection method used is questionnaire. Data analysis used in this research is descriptive analysis, classical assumption test, multiple linear regression analysis, F test and t test. Based on result of multiple linear regression analysis indicate that variable of brand image have a significant influence partially to product purchase decision variable, by showing sig. t (0,000) <α (0,05), fashion consciousness has a significant partial effect on product purchase decision by showing sig. t (0,000) <α (0,05), brand image and fashion consciousness have significant effect to product purchasing decision with sig value. F (0,000) <α (0,05), probability significance <0,05 is 0.000.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/348/051805601 |
| Uncontrolled Keywords: | Brand Image, Fashion Consciousness, Keputusan Pembelian Produk, Brand Image, Fashion Consciousness, Product Purchase Decision |
| 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: | Nur Cholis |
| Date Deposited: | 29 Aug 2019 02:45 |
| Last Modified: | 28 Oct 2021 02:19 |
| URI: | http://repository.ub.ac.id/id/eprint/166138 |
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