Maharani, Nanda Dwi and Prof. Dr. Astrid Puspaningrum,, SE., MM., CMA. and Dr. Ikhtiara Kaideni Isharina,, SE., MM. (2023) Pengaruh Perceivd Product Quality dan Brand Image terhadap Purchase Decision yang Dimediasi oleh Trust (Studi Pada Konsumen Produk Innisfree). Magister thesis, Universitas Brawijaya.
Abstract
Penelitian ini berfokus pada peran Perceived Product Quality dan Brand Image dalam meningkatkan Purchase Decision melalui Trust pada konsumen produk perawatan kulit dari Innisfree. Adapun tujuan dari penelitian ini adalah untuk menjelaskan dan menganalisis pengaruh Perceived Product Quality dan Brand Image terhadap Purchase Decision baik secara langsung maupun tidak langsung melalui mediasi Trust. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Populasi dalam penelitian adalah konsumen di Surabaya dan Kota Malang dan sudah pernah membeli produk perawatan kulit Innisfree untuk diri sendiri. Data dikumpulkan dengan cara menyebarkan kuesioner kepada 150 responden yang telah memenuhi kriteria. Analisis data menggunakan Structural Equation Modelling Partial Least Squares (SEM-PLS) dengan software SmartPLS. Hasil penelitian menunjukkan bahwa Perceived Product Quality dan Brand Image berpengaruh signifikan terhadap Purchase Decision. Demikian juga, Trust memiliki pengaruh yang signifikan terhadap Purchase Decision. Hasil juga menunjukkan bahwa Trust secara parsial memediasi pengaruh Perceived Product Quality dan Brand Image terhadap Purchase Decision.
English Abstract
This research focuses on the role of Perceived Product Quality and Brand Image in increasing Purchase Decisions through Trust in consumers of skin care products from Innisfree. The purpose of this study is to explain and analyze the effect of Perceived Product Quality and Brand Image on Purchase Decisions, both directly and indirectly through Trust mediation. This type of research is explanatory research with a quantitative approach. The population in this study were consumers in Surabaya and Malang who had purchased Innisfree skin care products for themself. Data was collected by distributing questionnaires to 150 respondents who met the criteria. Data analysis used Structural Equation Modeling Partial Least Squares (SEM-PLS) with SmartPLS software. The results of the study show that Perceived Product Quality and Brand Image have a significant effect on Purchase Decision. Likewise, Trust has a significant influence on Purchase Decision. The results also show that Trust partially mediates the effect of Perceived Product Quality and Brand Image on Purchase Decisions.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | 0423020102 |
| Uncontrolled Keywords: | Perceived Product Quality, Brand Image, Purchase Decision, Trust, Innisfree |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 10 Jan 2024 06:16 |
| Last Modified: | 23 Jan 2024 07:44 |
| URI: | http://repository.ub.ac.id/id/eprint/207384 |
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Text (DALAM MASA EMBARGO)
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