Zuhdi, Rifqi Khalil and Ir. Nur Prima Waluyowati,, MM. (2022) Pengaruh Brand Equity Terhadap Purchase Intention Deluge Company Di Kota Malang (Studi Kasus Pada Konsumen Deluge Company). Sarjana thesis, Universitas Brawijaya.
Abstract
Ekuitas merek yang tinggi dapat memberikan pengaruh pada minat beli konsumen konsumen sehingga Deluge Company perlu membangun ekuitas merek yang kuat agar dapat terus berkembang dan mampu bersaing dengan bisnis lainnya. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Equity Terhadap Purchase Intention Deluge Company Di Kota Malang. Jenis penelitian ini menggunakan penelitian kausal yang bertujuan untuk mengetahui hubungan antara dua variabel atau lebih. Populasi dalam penelitian ini adalah seluruh konsumen Deluge Company yang berada di seluruh Indonesia, yang minimal pernah membeli produk Deluge Company satu kali. Teknik dalam penelitian ini menggunakan jenis non-probabilitiy sampling berupa sampling jenuh atau sering disebut juga sensus. Data hasil sampling yang diperoleh melalui kuesioner di olah menggunakan analisis regresi linier berganda dengan bantuan software SPSS. Hasil penelitian ini menunjukkan bahwa Terdapat pengaruh positif dan signifikan pada variabel Brand Awareness terhadap minat beli Deluge Company, Terdapat pengaruh positif dan signifikan pada variabel Perceived Quality terhadap minat beli Deluge Company, serta Tidak terdapat pengaruh positif dan signifikan pada variabel Brand Association terhadap minat beli Deluge Company.
English Abstract
High brand equity can have an influence on consumer purchase intentions so Deluge Company needs to build strong Brand Equity in order to continue to grow and be able to compete with other businesses. This study aims to determine the effect of Brand Equity On Purchase Intention Company Deluge In Malang City. This type of research uses causal research which aims to determine the relationship between two or more variables. The population in this study are all Deluge Company consumers throughout Indonesia, who have purchased a Deluge Company product at least once. The technique in this study uses a non-probability sampling type in the form of saturated sampling or often called a census. Sampling data obtained through questionnaires were processed using multiple linear regression analysis with the help of SPSS software. The results of this study indicate that there is a positive and significant influence on the Brand Awareness variable on the purchase intention of Deluge Company, there is a positive and significant influence on the Perceived Quality variable on the purchase intention of the Deluge Company, and there is no positive and significant effect on the Brand Association variable on the purchase intention of Deluge. Company.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0522020053 |
| Uncontrolled Keywords: | Ekuitas Merek, Brand Awareness, Perceived Quality, Brand Association, dan Minat Bel, Brand Equity, Brand Awareness, Perceived Quality, Brand Association, and Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 30 Aug 2022 08:04 |
| Last Modified: | 30 Aug 2022 08:04 |
| URI: | http://repository.ub.ac.id/id/eprint/193824 |
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