Susanto, Joseph Jaya (2019) Pengaruh Ekuitas Merek Terhadap Keputusan Pembelian Dimediasi Oleh Minat Beli Pada Smartphone Merek Samsung (Studi Pada Mahasiswa Di Universitas Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui: (1) pengaruh ekuitas merek terhadap keputusan pembelian pada smartphone merek Samsung, (2) pengaruh ekuitas merek terhadap minat beli pada smartphone merek Samsung, (3) pengaruh minat beli terhadap keputusan pembelian, dan (4) pengaruh ekuitas merek terhadap keputusan pembelian yang dimediasi oleh minat beli pada smartphone merek Samsung. Jenis Penelitian yang digunakan adalah explanatory research. Penelitian ini menggunakan 180 sampel. Pengambilan sampel dengan menggunakan teknik non-probability sampling dengan metode purposive sampling. Sampel diambil dari mahasiswa Universitas Brawijaya Malang yang sudah pernah melakukan pembelian smartphone merek Samsung. Metode analisis data dalam pengujian instrumen penelitian dengan menggunakan alat bantu SmartPLS versi 3.2.8 melalui tahapan analisa outer model, inner model, dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa: (1) ekuitas merek berpengaruh positif pada keputusan pembelian, (2) ekuitas merek berpengaruh positif terhadap minat beli, (3) minat beli berpengaruh positif terhadap keputusan pembelian, (4) ekuitas merek berpengaruh positif terhadap keputusan pembelian yang dimediasi oleh minat beli.
English Abstract
This study aims to determine: (1) the influence of brand equity on purchasing decisions on Samsung brand smartphones, (2) the effect of brand equity on buying interest in Samsung brand smartphones, (3) the effect of buying interest on purchasing decisions, and (4) the effect of equity brand to purchase decisions mediated by buying interest in Samsung brand smartphones. The type of research used is explanatory research. This study used 180 samples. Sampling using nonprobability sampling techniques with purposive sampling method. Samples were taken from University of Brawijaya Malang students who had already purchased a Samsung brand smartphone. Data analysis method in testing research instruments using SmartPLS version 3.2.8 tools through the stages of outer model analysis, inner model, and hypothesis testing. The results showed that: (1) brand equity has a positive effect on purchasing decisions, (2) brand equity has a positive effect on buying interest, (3) buying interest has a positive effect on purchasing decisions, (4) brand equity has a positive effect on mediated purchasing decisions by buying interest
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FEB/2019/116/051903553 |
| Uncontrolled Keywords: | ekuitas merek, keputusan pembelian, minat beli, brand equity, purchasing decisions, buying interest |
| 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: | 05 Aug 2020 07:22 |
| Last Modified: | 21 Oct 2021 06:32 |
| URI: | http://repository.ub.ac.id/id/eprint/170325 |
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