Djuhardi, Sharah Alfia (2017) The Influencing Factors On Consumer’s Attitude Towards Counterfeit Branded Sneaker Shoes And Their Impact To Purchase Intention (Study On Undergraduate Students Of University Of Brawijaya Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk (1) mengetahui dan menjelaskan pengaruh brand image, social factor, dan personality factor terhadap sikap, (2) mengetahui dan menjelaskan pengaruh sikap terhadap minat beli sepatu sneakers branded tiruan, (3) mengetaahui da menjeaskan pengaruh brand image, social factor, dan personality factor terhadap minat beli. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif. Variabel dalam penelitian ini meliputi brand image, social factor, personality factor, sikap, dan minat beli. Populasi dalam penelitian ini adalah mahasiswa aktif Universitas Brawijaya yang pernah membeli sepatu sneakers branded tiruan yang berusia 17 tahun keatas. Sampel dari penelitian ini adalah 116 reponden dengan teknik pengambilan sample purposive sampling dan metode pengumpulan data melalui kuisioner. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path). Hasil analisis jalur (path analysis) menunjukan bahwa brand image berpengaruh signifikan terhadap sikap, social factor berpengaruh signifikan terhadap sikap, personality factor berpengaruh signifikan terhadap sikap, sikap berpengaruh signifikan terhadap minat beli, brand image berpengaruh signifikan terhadap minat beli, social factor berpengaruh berpengaruh signifikan terhadap minat beli, dan personality factor berpengaruh terhadap minat beli. Berdasarkan hasil penelitian ini dapat disimpulkan bahwa semakin positif and tinggi sikap konsumen terhadap sepatu sneaker branded tiruan semakin positif dan kuat minat pembeliannya.
English Abstract
This study aims to (1) identifying and explaining the influence of brand image, social factors, and personality on attitude, (2) identifying and explaining the influence of attitudes toward purchase intention counterfeit branded sneaker shoes, (3) identifying and explaining the influence brand image, social factor, and personality factors on purchase intention. The type of this research is explanatory research with quantitative approach. Variables in this study are brand image, social factor, personality factor, attitude, and purchase intention. The population in this study are the University of Brawijaya active students who have ever bought counterfeit branded sneakers shoes which 17 years old and above. The sample of this research is 116 respondents with sampling technique purposive sampling and data collection method through questionnaire. Data analysis used is descriptive analysis and path analysis. The result of path analysis shows that brand image has significant influence on attitude, social factor has significant influence on attitude, and personality factor has significant influence on attitude. Attitude has a significant influence on purchase intention, brand image has significant influence on purchase intention, social factor has significant influence on purchase intention, and personality factor has significant influence on purchase intention. Based on the result of this research, it can be concluded that the more positive and high of consumer attitude toward counterfeit branded sneaker shoes, the more positive and stronger the purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2017/900/051710361 |
| Uncontrolled Keywords: | brand image, social factor, personality factor, attitude, purchase intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Kustati |
| Date Deposited: | 30 Nov 2017 02:13 |
| Last Modified: | 09 Oct 2020 02:05 |
| URI: | http://repository.ub.ac.id/id/eprint/6247 |
Actions (login required)
 |
View Item |