Herdiani, Mega Ragita (2020) Pengaruh Lifestyle, Brand Image Dan Perceived Value Terhadap Purchase Intention Pada Brand Uniqlo Di Indonesia. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh dari variabel lifestyle, brand image dan perceived value terhadap purchase intention pada brand Uniqlo di Indonesia.Jenis penelitian ini yaitu explanatory dengan menggunakan metode kuantitatif dan untuk teknik yang digunakan dalam penelitian ini adalah non probability sampling dengan jenis purpose sampling. Selain itu metode pengumpulan data menggunakan kuesioner, dokumentasi serta survei literatur, pada kuesioner digunakan skala likert untuk mengukur nilai item pada variabel. Sampel yang digunakan berjumlah 250 responden yang dimana responden tersebut sudah mengenal Uniqlo minimal 1 tahun, dan menggunakan SPSS versi 24. Berdasarkan hasil penelitian menunjukkan bahwa lifestyle, brand image dan perceived value mempunyai pengaruh secara signifikan terhadap purchase intention. Pada uji t diperoleh hasil semua variabel independen berpengaruh secara parsial dan signifikan terhadap purchase intention, tetapi variabel yang dominan berpengaruh terhadap purchase intention adalah brand image. Pada penelitian ini juga diketahui bahwa koefisien determinasi (R2) sebesar 0.627 yang artinya 62.7% purchase intention dipengaruhi oleh variabel lifestyle, brand image, dan perceived value. Sedangkan sisanya 37.7% akan dipengaruhi oleh variabel lain yang tidak dibahas pada penelitian ini.
English Abstract
This study aims to assess the effect of lifestyle, brand image, and perceived value on purchase intention of Uniqlo in Indonesia. This explanatory research uses quantitative method. The data was gathered from questionnaires, documentations, and library research and processed in SPSS version 24. The questionnaire uses Likert scale to measure the values of the variable items, distributed to 250 respondents who know Uniqlo. They were selected using non-probability sampling method and purposive sampling technique. This study finds that lifestyle, brand image, and perceived value significantly influence purchase intention. The t test results indicate that all independent variables partially and significantly influence purchase intention and that brand image has the dominant effect. The value of coefficient of determination (R2) is 0.627, which means that the effect of the aforementioned independent variables on the dependent variable is 62.7%, and the remaining 37.7% is the effect of other variables not included on this study.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0520020131 |
| Uncontrolled Keywords: | Lifestyle, Brand Image, Perceived Value, Purchase Intention, Lifestyle, Brand Image, Perceived Value, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 19 Feb 2021 13:38 |
| Last Modified: | 11 Apr 2023 01:22 |
| URI: | http://repository.ub.ac.id/id/eprint/183093 |
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Text (DALAM MASA EMBARGO)
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