The Impact of Brand Awareness, Brand Image and Perceived Quality on Ticket Purchase Intention (A Study on We The Fest Music Festival)

Prakasta Dewanto, Narendra (2021) The Impact of Brand Awareness, Brand Image and Perceived Quality on Ticket Purchase Intention (A Study on We The Fest Music Festival). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari variabel kesadaran merek, citra merek, dan persepsi kualitas terhadap niat membeli tiket We The Fest Music Festival. Jenis penelitian ini adalah correlational/associative research yang bertujuan menjelaskan hubungan dan tingkat hubungan antara dua variabel atau lebih melalui pengumpulan data dan pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 200 responden melalui penyebaran kuesioner secara online melalui google form. Sampel terdiri dari responden yang pernah mengikuti We The Fest pada tahun 2015-2019. Analisis data dalam penelitian ini menggunakan analisis regresi linear berganda dengan menggunakan program SPSS ver. 25. Hasil pengujian terhadap ketiga hipotesis dapat disimpulkan bahwa kesadaran merek, citra merek, dan kualitas yang dipercaya berpengaruh signifikan terhadap niat membeli tiket We The Fest Music Festival.

English Abstract

This study aimed to determine the effect of brand awareness variables, brand image, and perceived quality on the intention to buy We The Fest Music Festival tickets. This is a correlational/associative study that aims to explain the relationship and the relationship between two or more variables through data collection and hypothesis testing. This study used a sample of 200 respondents by distributing questionnaires online via Google Form. The sample consists of respondents who have attended We The Fest in 2015-2019. Data was analysed using multiple linear regression analysis with the SPSS ver. 25. The test results of the three hypotheses can be concluded that brand awareness, brand image, and quality have a significant effect on the purchase intention of We The Fest Music Festival.

Item Type:	Thesis (Sarjana)
Identification Number:	052101
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Annisti Nurul F
Date Deposited:	27 May 2024 03:29
Last Modified:	09 Oct 2024 06:48
URI:	http://repository.ub.ac.id/id/eprint/219846

Text NARENDRA PRAKASTA DEWANTO.pdf Download (3MB)

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