Alqadrie, Syarifah Soraya (2017) Analisis Pengaruh Pengetahuan Merek Terhadap Minat Beli Pada Smartphone Samsung Galaxy Series (Studi Pada Mahasiswa Universitas Brawijaya). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh variabel pengetahuan merek yang terdiri dari kesadaran merek dan citra merek, terhadap minat beli smartphone Samsung Galaxy series. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausalitas antara variabel-variabel melaluli pengujian hipotesis. Sampel yang digunakan adalah sebanyak 210 responden dengan menggunakan teknik purposive sampling. Hasil uji validitas dan uji reliabilitas, semua indikator pada penelitian ini dinyatakan valid dan reliable serta dinyatakan lolos dari uji asumsi klasik. Hasil analisis regresi linear berganda menunjukkan bahwa minat beli pada smartphone Samsung Galaxy series dipengaruhi oleh pengetahuan merek sebesar 67,9% dan sisanya yaitu sebesar 32,1% dipengaruhi oleh variabel lain yang tidak dijelaskan pada penelitian ini. Berdasarkan persamaan regresi, dapat diketahui bahwa variabel kesadaran merek dan citra merek secara simultan dan secara parsial memiliki pengaruh yang signifikan terhadap minat beli dan citra merek merupakan variabel dominan yang mempengaruhi minat beli konsumen.
English Abstract
The objectives of this research are to examine and analyze the simultaneous and/or partial influence of brand knowledge, which consist of brand awareness and brand image, on customers’ purchase intention toward Samsung Galaxy series smartphone and to determine the variable that has a dominant influence on purchase intention. This explanatory research explains causal relationship between dependent variable and independent variables through hypothesis testing. Using purposive sampling technique, 210 Brawijaya University students were selected as the respondents. To identify the influence of independent variable on the dependent variable, this research uses multiple linear regression analysis. F test, t test, and dominant test were used to test the hypothesis. Based on the result of data advisability test, namely validity and reliability tests, the indicators of this research are stated valid and reliable. The result of classical assumption test indicates that the regression model in this research is normally distributed and free of multicollinearity and heteroscedasticity. The analysis of multiple linear regression in this research can be interpreted that that brand awareness and brand image simultaneously and partially have a significant influence on purchase intention. The research shows that brand image has a dominant influence on customers’ purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/428/051708902 |
| Uncontrolled Keywords: | Pengetahuan Merek, Kesadaran Merek, Citra Merek, dan 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 Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Nur Cholis |
| Date Deposited: | 18 Sep 2017 04:13 |
| Last Modified: | 16 Oct 2020 02:37 |
| URI: | http://repository.ub.ac.id/id/eprint/2629 |
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