Oktaviami, - (2017) Pengaruh Brand Image, Kualitas Produk, Reference Group, Dan Iklan Terhadap Minat Beli Produk Garnier Men (Studi Pada Masyarakat Di Kota Dan Kabupaten Kediri). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh brand image, kualitas produk, reference group dan iklan terhadap minat beli produk Garnier Men dan menentukan variabel dominan yang mempengaruhi minat beli konsumen terhadap produk Garnier Men di Kediri. Jenis penelitian ini adalah explanatory research dengan pendekatan kuantitatif dan menggunakan metode survey dilakukan kepada 140 responden masyarakat Kediri yang belum pernah membeli produk Garnier Men dan memiliki pengetahuan tentang produk Garnier Men dari orang lain. 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 image, kualitas produk, reference group dan iklan berpengaruh signifikan terhadap minat beli. Brand image adalah variabel yang dominan memiliki pengaruh terhadap minat beli pada produk Garnier Men.
English Abstract
This study aims to identify the influence of brand image, product quality, reference group, and advertisement on the purchase intention toward Garnier Men product and to determine the variable that dominantly affects the purchase intention toward Garnier Men in Kediri. This explanatory research uses quantitative approach and survey method. Using nonprobability sampling method with purposive sampling technique, 140 people of Kediri who had never bought Garnier Men but had some knowledge about product from other people were selected as the respondents. The data were processed trough multiple linear regression analysis with consideration the classical assumption test. The result of research indicates that brand image, product quality, reference group, and advertisement have significant effect on the purchase intention toward Garnier Men, where brand image has the dominant influence.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2017/538/051710513 |
| Uncontrolled Keywords: | Brand Image, Kualitas Produk, Reference Group, Iklan, Minat Beli, Brand Image, Product Quality, Reference Group, Advertisement, 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: | 12 Dec 2017 02:28 |
| Last Modified: | 03 Oct 2020 13:50 |
| URI: | http://repository.ub.ac.id/id/eprint/6822 |
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