Yunaz, Salsabila (2023) Pengaruh Brand Image terhadap Purchase Intention Melalui Brand Attitude (Survei Pada Pelanggan Netflix di Kota Jakarta). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: 1) mengetahui dan menjelaskan pengaruh Brand Image terhadap Brand Attitude, 2) mengetahui dan menjelaskan pengaruh Brand Attitude terhadap Purchase Intention, 3) mengetahui dan menjelaskan pengaruh Brand Image terhadap Purchase Intention, 4) mengetahui dan menjelaskan pengaruh Brand Image terhadap Purchase Intention melalui Brand Attitude. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel yang diteliti dalam penelitian ini adalah brand image, brand attitude, dan purchase intention. Kriteria populasi yang digunakan dalam penelitian ini adalah pelanggan Netflix yang pernah berlangganan minimal 1 bulan, berusia 18-34 tahun yang berdomisili di Kota Jakarta. Banyak sampel yang digunakan dalam penelitian ini adalah sebanyak 116 responden dengan instrumen penelitian kuesioner. Teknik pengambilan sampel yang digunakan adalah non probability-purposive sampling dengan analisis data menggunakan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa (1) Brand Image (X) berpengaruh secara signifikan terhadap Brand Attitude (Y1), (2) Brand Attitude (Y1) berpengaruh secara signifikan terhadap Purchase Intention (Y2), (3) Brand Image (X) berpengaruh secara signifikan terhadap Purchase Intention (Y2), (4) Brand Image (X) berpengaruh secara signifikan terhadap Purchase Intention (Y2) melalui Brand Attitude (Y1).
English Abstract
This study aims to: 1) identify and explain the effect of Brand Image on Brand Attitude, 2) identify and explain the effect of Brand Attitude on Purchase Intention, 3) identify and explain the effect of Brand Image on Purchase Intention, 4) identify and explain the effect of Brand Image on Purchase Intention through Brand Attitude. The type of research used in this research is explanatory research with a quantitative approach. The variables examined in this study are brand image, brand attitude, and purchase intention. The population criteria used in this study are Netflix subscribers who have subscribed for at least 1 month, aged 18-34 years who live in the city of Jakarta. Many samples used in this study were as many as 116 respondents with a questionnaire research instrument. The sampling technique used was non-probability-purposive sampling with data analysis using path analysis. The results of path analysis (path analysis) show that (1) Brand Image (X) has a significant effect on Brand Attitude (Y1), (2) Brand Attitude (Y1) has a significant effect on Purchase Intention (Y2), (3) Brand Image (X) has a significant effect on Purchase Intention (Y2), (4) Brand Image (X) has a significant effect on Purchase Intention (Y2) through Brand Attitude (Y1).
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030056 |
| Uncontrolled Keywords: | Brand Image, Purchase Intention, Brand Attitude |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | agung |
| Date Deposited: | 17 Jan 2024 06:39 |
| Last Modified: | 17 Jan 2024 06:39 |
| URI: | http://repository.ub.ac.id/id/eprint/211484 |
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Text (DALAM MASA EMBARGO)
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