Gusmarindra, Tendy (2017) The Influence of Brand Equity Dimensions towards Purchase Intention of Samsung Smartphone on College Student at the Faculty of Economics and Business University of Brawijaya Malang. Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini adalah untuk meneliti pengaruh ekuitas merek (merek Kesadaran, Asosiasi Merek, Persepsi Kualitas dan Loyalitas Merek) Tujuan pembelian smartphone Samsung pada mahasiswa di fakultas Universitas Ekonomi dan Bisnis Brawijaya Malang. Penelitian ini adalah Penelitian penjelasan yang menjelaskan hubungan sebab akibat antara variabel melalui pengujian hipotesis. Teknik pengumpulan data dari penelitian ini menggunakan kuesioner. Penelitian ini menggunakan 120 sampel adalah siswa yang pernah digunakan Smartphone Samsung. Teknik pengambilan sampel menggunakan purposive sampling dan Instrumen penelitian diuji menggunakan uji validitas, uji reliabilitas, Hipotesis Digunakan Partial (T-Test) Menggunakan Analisis Partial Linear Square (PLS) teknik untuk menganalisis data. Hasil dari penelitian ini menunjukkan variabel Kesadaran Merek, Asosiasi Merek, Persepsi Kualitas, dan Loyalitas Merek menyediakan Nilai yang baik dan masing-masing dari mereka membuat efek signifikan terhadap niat beli.
English Abstract
The aim of this study is to examine the influence of Brand Equity (Brand Awareness, Brand Association, Perceived Quality and Brand Loyalty) on Purchase Intention of Samsung Smartphone on College Student in Faculty Economics and Business University of Brawijaya Malang. The research is explanatory research which explains the causal relation between the variables through hypothesis testing. The data collection technique of this study uses questionnaires. This study used 120 samples are the student who ever used Samsung Smartphone. The sampling technique used purposive sampling and the research instruments were tested using the Validity Test, Reliability Test, The hypothesis used Partial (t-Test) using Partial Linear Square (PLS) analysis technique to analyze the data. The result from this study showed that variable of brand awareness, brand association, perceived quality, and brand loyalty provides good value and each of them made a significant effect to purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/500/051708974 |
| Uncontrolled Keywords: | Kesadaran Merek, Asosiasi Merek, Persepsi Merek, dan Loyalitas Merek, Niat Pembelian. |
| 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: | 25 Sep 2017 08:25 |
| Last Modified: | 22 Oct 2020 03:59 |
| URI: | http://repository.ub.ac.id/id/eprint/2927 |
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