Martak, Muhammad Salim and Dr.Mugiono,, SE., MM.,CMA and Dr. Dra. Kusuma Ratnawati ,, MM.,CFP (2019) Pengaruh Brand Image Terhadap Purchase Intention Melalui Perceived Quality dan Perceived Risk (Studi pada Daerah Pemasaran PT. Semen Gresik di Kabupaten Sidoarjo). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh brand image terhadap purchase intention dengan mediasi perceived quality dan perceived risk untuk merek Semen Gresik di kabupaten Sidoarjo. Pada penelitian ini dilakukan survey dengan cara memberikan kuisioner kepada tukang bangunan di kabupaten sidoarjo. Analisa data dilakukan menggunakan metode SEM dengan bantuan aplikasi smartPLS. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh terhadap purchase intention baik secara langsung maupun melalui mediasi perceived risk, namun tidak dengan mediasi perceived quality. Saran untuk penelitian lebih lanjut adalah memperluas lokasi penelitian dan menguji faktor lainnya yang mempengaruhi purchase intention agar mendapatkan gambaran yang lebih komprehensif terhadap sikap dan perilaku konsumen
English Abstract
This Research analyses the effect of brand image on purchase intention through perceived quality and perceived risk for Semen Gresik brand in Sidoarjo Regency. In this study a survey was conducted by giving questionnaires to builders in Sidoarjo regency. Data analysis was performed using the SEM method with the help of the smartPLS application. The results of this study indicate that brand image influences purchase intentions and through mediating of perceived risk, but there are no significant effect when including the mediating of perceived quality. Suggestions for further research are to expand the location of the study and analyze other factors that influence purchase intention in order to get a more complete picture of consumer attitudes and behavior
Other obstract
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| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/FE/p/2019/042002738 |
| Uncontrolled Keywords: | Brand Image, Purchase Intention, Perceived Quality, Perceived Risk, Brand Image, Purchase Intention, Perceived Quality, Perceived Risk |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Nur Cholis |
| Date Deposited: | 29 Aug 2022 03:22 |
| Last Modified: | 29 Aug 2022 03:22 |
| URI: | http://repository.ub.ac.id/id/eprint/193692 |
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