Okiputra,, Sabda (2018) Pengaruh International Brand Image Dan Brand Trust Terhadap Keputusan Pembelian (Survey Online Pada Pengguna Iphone Di Surabaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk, (1) Menganalisis dan menjelaskan pengaruh International Brand Image terhadap Keputusan Pembelian, (2) Menganalisis dan menjelaskan pengaruh Brand Trust terhadap Keputusan Pembelian (3), Menganalisis dan menjelaskan pengaruh secara bersama-sama International Brand Image dan Brand Trust terhadap Keputusan Pembelian iPhone di kota Surabaya. Jenis penelitian yang digunakan dalam penelitian ini adalah eksplanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini adalah Variabel Independen yang terdiri dari International Brand Image dan Brand Trust, serta Variabel Dependen yang terdiri dari Keputusan Pembelian. Responden penelitian ini adalah 116 orang di Surabaya yang menggunakan iPhone. Metode yang digunakan adalah metode survey dan pendekatan kuantitaif. Analisis data yang digunakan adalah analisis deskriptif dan regresi linier berganda. Hasil uji statistik menunjukkan bahwa Variabel International Brand Image (X1) secara parsial berpengaruh signifikan terhadap Keputusan Pembelian iPhone di kota Surabaya. Berdasarkan hasil uji hipotesis statistik yang telah dilakukan terbukti Variabel Brand Trust (X2) berpengaruh terhadap Keputusan Pembelian iPhone di kota Surabaya. Hasil uji statistik menunjukkan bahwa Variabel International Brand Image (X1) dan Brand Trust (X2) secara simultan berpengaruh signifikan terhadap Keputusan Pembelian iPhone di kota Surabaya.
English Abstract
This research aims to (1) Analyzed and explain influnce of International Brand Image to decision purchase, (2) Analyzed and explain influence of Brand Trust to decision purchase, (3) Analyzed and explain influnce of both, International Brand Image and Brand Trust to decison purchase. Type the research was explanatory research with quantitative approach. The variable in this research was Independent Variable consist of Brand Trust and International Brand Image, and Dependent Variable consist of Decison Purchase. Respondents of this research were 116 people in Surabaya that use iPhone. The method used was survey method and quantitative approach. Analysis of data used was analysis descriptive and multiple linear regression . The statistic result showed that International Brand Image Variable (X1) partially significant effect to decision purchase in Surabaya. According to statistic hypotesis test that has been do proven Brand Trust variable (X2) have an effect on decision purchase of iPhone in Surabaya. The statistic result showed that International Brand Image and Brand Trust has significant effect to decision purchase of iPhone in Surabaya.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 051803 |
| Uncontrolled Keywords: | International Brand Image, Brand Trust, Keputusan Pembelian, International Brand Trust, International Brand Image, Decision Purchase |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Nur Cholis |
| Date Deposited: | 24 Jan 2022 07:37 |
| Last Modified: | 24 Jan 2022 07:41 |
| URI: | http://repository.ub.ac.id/id/eprint/188749 |
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