Andika, Muhammad Azra (2021) Pengaruh Brand Personality, Perceived Quality, Dan Social Media Influencers Terhadap Purchase Intention Pengguna Sepatu Futsal Merek Lokal (Studi Pada Pengguna Sepatu Futsal Merek Lokal Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Berkembangnya industri futsal di Indonesia juga berdampak pada perkembangan industri sepatu futsal merek lokal yang dapat bersaing dengan merek impor yang didasari oleh Purchase Intention konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Personality, Perceived Quality, dan Social Media Influencers pengguna sepatu futsal merek lokal di Kota Malang. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatori. Jenis pengambilan sampel yaitu secara non-probabilitas dengan menggunakan teknik purposive sampling. Sampel terdiri atas 100 pengguna sepatu futsal merek lokal. Data yang digunakan adalah data primer yang berasal dari kuisioner dengan menggunakan Skala Rikert lima poin. Penelitian ini menggunakan metode analisis regresi linier berganda. Hasil penelitian ini menunjukkan bahwa Brand Personality, Perceived Quality, dan Social Media Influencers berpengaruh secara signifikan terhadap Purchase Intention. Penelitian ini menyarankan agar perusahaan dapat mempertahankan dan meningkatkan Brand Personality, Perceived Quality, dan Social Media Influencers pada produknya untuk mendapatkan Purchase Intention dari konsumen.
English Abstract
The development of the futsal industry in Indonesia also has an impact on the development of the local brand futsal shoe industry that can compete with imported brands based on consumer purchase intentions. This study aims to determine the effect of Brand Personality, Perceived Quality, and Social Media Influencers on users of local brand futsal shoes in Malang City. The type of research used in this research is explanatory research. The type of sampling is nonprobability using the purposive sampling technique. The sample consists of 100 users of local brand futsal shoes. The data used are primary data derived from questionnaires using a five-point Likert Scale. This research uses multiple linear regression analysis methods. The results of this study indicate that Brand Personality, Perceived Quality, and Social Media Influencers have a significant effect on Purchase Intention. This study suggests that companies can maintain and improve Brand Personality, Perceived Quality, and Social Media Influencers on their products to get Purchase Intention from consumers.
Other obstract
-
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0521020264 |
| Uncontrolled Keywords: | Brand Personality, Perceived Quality, Social Media Influencers, Purchase Intention, Sepatu Futsal Merek Lokal., brand personality, perceived quality, social media influencers, purchase intention, local brand futsal shoes |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 21 Jan 2022 01:54 |
| Last Modified: | 24 Feb 2022 04:51 |
| URI: | http://repository.ub.ac.id/id/eprint/188591 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
175020200111048 - Azra Andika.pdf Restricted to Registered users only until 31 December 2023. Download (2MB) |
Actions (login required)
 |
View Item |