Sihombing, Dewi Amasia (2021) Antecedents of Consumer purchase intention: studi empiris pada merek Nike di Indonesia. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Tujuan dari penelitian ini adalah untuk memahami antecedents minat pembelian konsumen terhadap merek Nike dengan menguji variabel elemen Brand Equity yaitu Brand Loyalty, Brand Awareness, Perceived Quality dan Brand Association terhadap variabel utama Purchase Intention konsumen. Pendekatan penelitian ini adalah penelitian kuantitatif dengan metode pengumpulan data menggunakan kuesioner elektronik google forms. Penelitian ini dilakukan di seluruh Indonesia melalui survei terhadap responden yang telah mengetahui merek Nike. Model pengukuran outer model dan inner model dianalisis dengan Smart PLS 3.3.2. Outer model terdiri dari uji validitas dan reliabilitas sedangkan model dalam menguji uji T-statistik, dan P-value. Selanjutnya, pemodelan persamaan struktural dilakukan untuk menguji hubungan konstruk dalam kerangka teori penelitian ini. Temuan penelitian menunjukkan adanya hubungan antar Variabel yaitu Hubungan antara Brand Loyalty terhadap Purchase Intention, Brand Awareness terhadap Purchase Intention, Perceived Quality terhadap Purchase Intention dan Brand Association terhadap Purchase Intention. Seluruh variabel dan hubungannya ini dimasukkan ke dalam studi empiris atas merek Nike di Indonesia untuk mendapatkan wawasan yang lebih sehingga dapat menerapkan pengetahuan, menguji literatur dan menyelidiki konsep pengaruh elemen Brand Equity yaitu Brand Loyalty, Brand Awareness, Perceived Quality dan Brand Association terhadap Purchase Intention konsumen.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Brand Loyalty; Brand Awareness; Perceived Quality; Brand Association dan Purchase Intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 8268 not found. | ||||||||
Date Deposited: | 09 Aug 2021 05:22 | ||||||||
Last Modified: | 22 Mar 2022 08:02 | ||||||||
URI: | http://repository.uph.edu/id/eprint/41174 |
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