Pratiwi, Afiyah (2017) Pengaruh Brand Awareness, Brand Association, Dan Brand Loyalty Terhadap Purchase Intention Rokok Merek Surya Pro Mild Di Kota Kediri. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Brand Awareness, Brand Association dan Brand Loyalty terhadap Purchase Intention rokok merek Surya Pro Mild. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey dilakukan kepada 130 responden masyarakat kota Kediri yang belum pernah membeli produk Surya Pro Mild dan memiliki pengetahuan tentang produk Surya Pro Mild. Pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling. Pengolahan data dilakukan dengan menggunakan analisis regresi linier berganda dengan memperhatikan uji asumsi klasik. Hasil penelitian menunjukkan bahwa Brand Awareness dan Brand Loyalty berpengaruh signifikan terhadap Purchase Intention, sedangkan Brand Association tidak berpengaruh signifikan terhadap Purchase Intention.
English Abstract
This research aims at examining the influence of brand awareness, brand association, and brand loyalty on the purchase intention on Surya Pro Mild, a cigarette brand, in Kediri. This explanatory research uses quantitative approach through survey on 130 people in Kediri who have not bought Surya Pro Mild product but have some knowledge about the product. The samples were selected using nonprobability sampling method with purposive sampling technique. The data analysis technique is multiple linear regression with regard to classical assumption. The result shows that brand awareness and brand loyalty have significant influences on purchase intention, but brand association has no significant influence on purchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/595/051710570 |
| Uncontrolled Keywords: | Brand Awareness, Brand Association, Brand Loyalty, Purchase Intention, brand awareness, brand association, brand loyalty, purchase intention |
| 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: | 11 Dec 2017 01:47 |
| Last Modified: | 16 Oct 2020 02:37 |
| URI: | http://repository.ub.ac.id/id/eprint/6737 |
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