-, Ardelia (2017) Pengaruh Brand Credibility Dan Brand Prestige Terhadap Persepsi Kualitas Dan Minat Beli (Survei Pada Konsumen Kosmetik Merek Chanel). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh brand credibility terhadap persepsi kualitas, (2) mengetahui dan menjelaskan pengaruh brand prestige terhadap persepsi kualitas, (3) mengetahui dan menjelaskan pengaruh brand credibility terhadap mint beli, (4) mengetahui dan menjelaskan pengaruh brand prestige terhadap minat beli, (5) mengetahui dan menjelaskan pengaruh persepsi kualitas terhadap minat beli. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi brand credibility, brand prestige, persepsi kualitas dan minat beli. Populasi dalam penelitian ini adalah konsumen kosmetik Chanel yang pernah membeli dan menggunakan kosmetik Chanel yang berusia 18 tahun ke atas. Sampel dari penelitian ini adalah 116 orang responden dengan teknik pengambilan sampel accidental sampling dan metode pengumpulan data melalui kuesioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis). Hasil analisis jalur (path analysis) menunjukkan bahwa brand credibility berpengaruh signifikan terhadap persepsi kualitas, brand prestige berpengaruh signifikan terhadap persepsi kualitas, brand credibility berpengaruh signifikan terhadap minat beli, brand prestige berpengaruh signifikan terhadap minat beli dan persepsi kualitas berpengaruh signifikan terhadap minat beli.
English Abstract
This research aims to identify and describe (1) the influence of brand credibility on perceived quality, (2) the influence of brand prestige on perceived quality, (3) the influence of brand credibility on purchase intention, (4) the influence of brand prestige on purchase intention, (5) the influence of perceived quality on purchase intention. The type of this research is explanatory research with quantitative approach. Variables used in this research are brand credibility, brand prestige, perceived quality and purchase intention. Population of this research is consumers who have bought and used Chanel cosmetics aged 19 years and over. The samples are 116 with accidental sampling technique and methods of collecting data through questionnaires. Path analysis and descriptive analysis were used to analyze data. The results of path analysis show that brand credibility significantly effects perceived quality, brand prestige significantly effects perceived quality, brand credibility significantly effects purchase intention, brand prestige significantly effects purchase intention and perceived quality significantly effects purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/786/051708473 |
| Uncontrolled Keywords: | Brand Credibility, Brand Prestige, Persepsi Kualitas, Minat Beli |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 11 Sep 2017 08:09 |
| Last Modified: | 29 Nov 2020 11:55 |
| URI: | http://repository.ub.ac.id/id/eprint/2352 |
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