Maulana, Muhammad Shindid and Dr.Drs. Fatchur Rohman (2022) Pengaruh Negara Asal, Persepsi Kualitas, Persepsi Nilai Dan Citra Merek Terhadap Niat Beli Brand Smartphone Vivo (Studi Pada Calon Pembeli Smartphone Vivo Di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Negara Asal, Persepsi Kualitas, Persepsi Nilai, dan Citra Merek terhadap Niat Beli pada brand smartphone Vivo. Pengaruh yang ingin diketahui adalah pengaruh langsung Negara Asal, Persepsi Kualitas, Persepsi Nilai, dan Citra Merek terhadap Niat Beli. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 101 responden. Pengambilan sampel menggunakan purposive sampling dengan karakteristik merupakan calon pembeli smartphone di Kota Malang. Alat uji yang digunakan adalah uji instrumen penelitian dan uji asumsi klasik. Dari hasil pengujian ini dapat disimpulkan bahwa Negara Asal tidak dapat mendorong konsumen untuk membeli. Persepsi Kualitas dan Persepsi Nilai dapat mendorong konsumen untuk membeli. Sedangkan Citra Merek tidak dapat mendorong konsumen untuk membeli brand smartphone Vivo
English Abstract
This study aims to determine the effect of Country of Origin, Perceived Quality, Perceived Value, and Brand Image on Purchase Intentions on the Vivo smartphone brand. The effect that we want to know is the direct influence of Country of Origin, Perceived Quality, Perceived Value, and Brand Image on Purchase Intention. This type of research is explanatory research that explains the causal relationship between variables through hypothesis testing. This study used a sample of 101 respondents. Sampling using purposive sampling with the characteristics of prospective smartphone buyers in the Malang City. The test equipment used is the research instrument test and the classical assumption test. From the results of this test, it can be concluded that the country of origin cannot encourage consumers to buy. Perceived Quality and Perceived Value can encourage consumers to buy. Meanwhile, Brand Image cannot encourage consumers to buy the Vivo smartphone brand
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0522020458 |
| Uncontrolled Keywords: | Negara Asal, Persepsi Kualitas, Persepsi Nilai, Citra Merek, Niat Beli, brand smartphone Vivo, Country of Origin, Perceived Quality, Perceived Value, Brand Image, Purchase Intention, brand smartphone Vivo |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Jul 2023 06:40 |
| Last Modified: | 18 Jul 2023 06:40 |
| URI: | http://repository.ub.ac.id/id/eprint/201933 |
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