Pengaruh persepsi kualitas produk, citra merek dan promosi terhadap minat beli konsumen (studi kasus pelanggan Zara di Grand Indonesia Jakarta) = The effect of product quality perception, brand image, and promotion on consumer purchase intention (case of Zara customers in Grand Indonesia Jakarta)

Kent, Yonathan Delvonvio (2020) Pengaruh persepsi kualitas produk, citra merek dan promosi terhadap minat beli konsumen (studi kasus pelanggan Zara di Grand Indonesia Jakarta) = The effect of product quality perception, brand image, and promotion on consumer purchase intention (case of Zara customers in Grand Indonesia Jakarta). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

"Tujuan penelitian ini adalah untuk menguji 1) apakah persepsi kualitas produk memiliki pengaruh terhadap minat beli konsumen, 2) apakah citra merek memiliki pengaruh terhadap minat beli konsumen dan 3) apakah promosi memiliki pengaruh terhadap minat beli konsumen. . Penelitian ini menggunakan metode survei. Instrumen kuesioner digunakan untuk mengumpulkan data. Target populasi penelitian adalah seluruh pelanggan ZARA di Grand Indonesia Jakarta yang pernah melakukan transaksi pada tahun 2020. Teknik pengambilan sampel dilakukan dengan purposive sampling. Analisis data menggunakan program SmartPLS dengan pendekatan partial least square-structural equation modelling. Hasil penelitian menunjukkan bahwa persepsi kualitas produk memberikan hasil yang signifikan dan juga positif terhadap minat beli konsumen sedangkan citra merek tidak berpengaruh secara signifikan dan juga positif terhadap minat beli konsumen tetapi promosi berpengaruh secara signifikan dan juga positif terhadap minat beli konsumen ZARA di Grand Indonesia Jakarta./The purpose of this study was to test 1) whether the perceived quality of the product has an influence on consumer purchase intention, 2) whether brand image has an influence on consumer purchase intention and 3) whether promotion has an influence on consumer purchase intention.This study uses a survey method. The questionnaire instrument was used to collect data. The research population target is all ZARA customers in Grand Indonesia Jakarta who have made transactions in 2020. The sampling technique was carried out by purposive sampling. Data analysis used the SmartPLS program with the partial least square-structural equation modeling approach. The results showed that the perception of product quality gave significant and also positive results on consumer purchase intention, while brand image did not have a significant and positive effect on consumer purchase intention but promotion had a significant and positive effect on ZARA consumer purchase intention in Grand Indonesia Jakarta"

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