Tsabitah, Naurah (2021) Pengaruh Brand Image, Brand Personality Dan Brand Awareness Terhadap Purchase Intention (Studi Pada Merek Fashion Lokal “This Is April” Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Industri fashion merupakan salah satu sektor dalam ekonomi kreatif. Tahun 2019, Kementrian Perindustrian Indonesia mengungkapkan bahwa industri pakaian mencatat nilai ekspor yang paling besar. Oleh karena itu, penggiat bisnis berlomba-lomba menciptakan merek fashion lokal dan melakukan berbagai cara untuk menciptakan purchase intention. Penelitian ini bertujuan untuk mengetahui pengaruh brand image, brand personality, dan brand awareness terhadap purchase intention merek fashion lokal “This Is April”. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Sampel penelitian ini sebanyak 160 responden. Metode pengambilan sampel adalah non-probability sampling dengan teknik purposive sampling. Metode pengumpulan data menggunakan kuesioner yang disebarkan secara online. Penelitian ini menggunakan metode analisis regresi linier berganda dengan menggunakan software IBM SPSS. Hasil penelitian menunjukkan bahwa brand personality dan brand awareness mempunyai pengaruh signifikan terhadap purchase intention. Sedangkan, brand image tidak mempunyai pengaruh signifikan terhadap purchase intention. Penelitian ini menyarankan agar perusahaan dapat mempertahankan bahkan dapat meningkatkan brand personality dan brand awareness dengan cara antara lain mengikuti perkembangan trend fashion dan melakukan endorsement serta kolaborasi dengan influencer, sehingga dapat meningkatkan purchase intention.
English Abstract
The fashion industry is one of the sectors in the creative economy. In 2019, the Indonesian Ministry of Industry revealed that the clothing industry recorded the largest export value. Therefore, business activists are competing to create local fashion brands and take steps to create purchase intention. This study aims to determine the impact of brand image, brand personality, and brand awareness on purchase intention Local Fashion Brand “This Is April” in Malang City. This is explanatory research type with a quantitative approach. The samples are 160 respondents. The sampling method is non-probability sampling with purposive sampling technique. The data collection method is questionnaire distributed online. This study used multiple linear regression analysis methods using IBM SPSS software. This study findings show that brand personality and brand awareness have a significant effect on purchase intention. Meanwhile, brand image has no effect on purchase intention. This study suggested that the company should maintain and increasing brand personality and brand awareness by, among others, following the fashion trends, project endorsement and collaboration with influencers to creat purchase intention.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020168 |
| Uncontrolled Keywords: | Brand Image, Brand Persoanlity, Brand Awareness, Purchase Intention, Brand Image, Brand Persoanlity, Brand Awareness, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 10 Jan 2022 06:31 |
| Last Modified: | 16 Oct 2024 02:45 |
| URI: | http://repository.ub.ac.id/id/eprint/188067 |
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