Pengaruh Brand Knowledge, Brand Association, Dan Perceived Quality Terhadap Purchase Decision Sepatu Futsal Specs (Studi Pada Mahasiswa Di Kota Malang)

Baihaqie, Brillian Muchammad Al and Dr. Drs. Agung Yuniarinto,, MS.CMA (2022) Pengaruh Brand Knowledge, Brand Association, Dan Perceived Quality Terhadap Purchase Decision Sepatu Futsal Specs (Studi Pada Mahasiswa Di Kota Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand knowledge, brand association, dan perceived quality terhadap purchase decision sepatu futsal Specs. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antar variabel penelitian melalui pengujian hipotesis. Lokasi penelitian dilakukan di Kota Malang melalui penyebaran kuesioner secara online pada sampel. Teknik pengambilan sampel menggunakan non-probability sampling dan metode purposive sampling. Ukuran sampel yang digunakan adalah 170 responden dengan ketentuan pernah melakukan pembelian sepatu futsal Specs, berusia lebih atau sama dengan 18 tahun dan merupakan mahasiswa di Kota Malang. Metode analisis data dalam pengujian instrumen penelitian dengan menggunakan alat bantu IBM SPSS Statistics ver.21 melalui tahapan Analisis Regresi Linier Berganda dan pengujian hipotesis. Berdasarkan dari hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa (1) variabel brand knowledge memiliki pengaruh yang positif dan signifikan terhadap purchase decision, (2) variabel brand association memiliki pengaruh yang positif dan signifikan terhadap purchase decision, (3) variabel perceived quality memiliki pengaruh yang positif dan signifikan terhadap purchase decision.

English Abstract

This research aims to determine the effect of brand knowledge, brand association, and perceived quality on the purchase decision of Specs futsal shoes. This type of research is explanatory research which explains the causal relationship between variables through hypothesis testing. The research location was conducted in Malang City through the distribution of online questionnaires to the sample. The sampling technique used was non-probability sampling and purposive sampling method. The sample size used was 170 respondents with the provision that they had purchased Specs futsal shoes, the old more or the same with 18 years and a student in Malang City. The data analysis method in testing research instruments using the IBM SPSS Statistics ver.21 tool through the stages of Multiple Linear Regression Analysis and testing hypotheses. Based on the results of testing the three hypotheses, it can be said that (1) brand knowledge has a positive and significant influence on purchasing decisions, (2) brand association variables, a positive and significant influence on purchasing decisions, (3) perceived quality variables have a positive influence and significant to purchasing decisions.

Item Type: Thesis (Sarjana)
Identification Number: 0522020081
Uncontrolled Keywords: brand knowledge, brand association, perceived quality, purchase decision, brand knowledge, brand association, perceived quality, purchase decision
Subjects: 600 Technology (Applied sciences) > 658 General management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Nur Cholis
Date Deposited: 08 Nov 2022 01:21
Last Modified: 08 Nov 2022 01:21
URI: http://repository.ub.ac.id/id/eprint/196183
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