Wardianto, Khoharudin (2019) Pengaruh International Brand Image dan Product Knowledge Terhadap Purchase Decision (Survei pada Komunitas Modern Vespa Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
International Brand Image penting bagi konsumen agar dapat mempengaruhi keinginan mebeli bagi konsumen. Product Knowledge merupakan pengetahuan dari suatu produk yang membantu konsumen untuk melakukan keputusan pembelian. Penelitian ini dilakukan untuk mengetahui apakah International Brand Image dan Product Knowledge memiliki pengaruh terhadap Purchase Decision pada Komunitas Modern Vespa Malang. Tujuan penelitian ini adalah untuk mengetahui pengaruh antara International Brand Image (X1) secara parsial terhadap Purchase Decision (Y), kemudian pengaruh antara Product Knowledge (X2) secara parsial terhadap Purchase Decision (Y), serta mengetahui pengaruh secara bersama-sama antara International Brand Image (X1) dan Product Knowledge (X2) terhadap Purchase Decision (Y) pada Komunitas Modern Vespa Malang. Jenis penelitian ini adalah penelitian eksplanatori dengan pendekatan kuantitatif, menggunakan SPSS 23 for windows. Populasi yang diambil pada penelitian ini berjumlah 92 responden. Hasil penelitian menunjukan bahwa International Brand Image dan Product Knowledge berpengaruh secara bersama-sama terhadap Purchase Decision. International Brand Image berpengaruh secara parsial terhadap Purchase Decision dan Product Knowledge berpengaruh secara parsial terhadap Purchase Decision. Product Knowledge memiliki pengaruh yang dominan terhadap Purchase Decision.
English Abstract
International Brand Image is important for consumers to influence the desire to buy for consumers. Product Knowledge is knowledge of a product that helps consumers make purchasing decisions. This study was conducted to determine whether the International Brand Image and Product Knowledge have an influence on Purchase Decisions in the Vespa Modern Community of Malang. The purpose of this research is to determine the effect of the International Brand Image (X1) partially on Purchase Decision (Y), then the influence between Product Knowledge (X2) partially on the Purchase Decision (Y), as well as knowing the effect jointly between the International Brand Image (X1) and Product Knowledge (X2) of Purchase Decision (Y) in the Vespa Modern Community of Malang. This type of research is explanatory research with a quantitative approach, using SPSS 23 for windows. The population taken in this research amounted to 92 respondents. The results showed that the International Brand Image and Product Knowledge together influenced the Purchase Decision. International Brand Image has a partial effect on Purchase Decisions and Product Knowledge has a partial effect on Purchase Decisions. Product Knowledge has a dominant influence on Purchase Decisions.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/841/052001014 |
| Uncontrolled Keywords: | International Brand Image, Product Knowledge, Purchase Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Sugeng Moelyono |
| Date Deposited: | 11 Nov 2020 05:50 |
| Last Modified: | 21 Oct 2021 01:19 |
| URI: | http://repository.ub.ac.id/id/eprint/178763 |
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