Pengaruh brand luxury, brand awareness, dan product quality terhadap consumer willingness to pay iPhone di Karawaci

Husaen, Valencia (2020) Pengaruh brand luxury, brand awareness, dan product quality terhadap consumer willingness to pay iPhone di Karawaci. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis dan menguji apakah Brand Luxury, Brand Awareness, dan Product Quality berpengaruh positif terhadap Consumer Willingness to Pay. Penelitian ini dilakukan dengan menggunakan metode survey, teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik incidental sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 400 responden yang menggunakan smartphone iPhone di Karawaci pada 2020. penelitian ini menggunakan metode analisis Partial Least Square-Structural Equation Modeling atau PLS-SEM dengan menggunakan program SmartPLS. Hasil dari penelitian ini menunjukkan bahwa brand luxury, brand awareness, dan product quality berpengaruh positif dan signifikan terhadap willingness to pay./The purpose of this study is to analyze and test whether Brand Luxury, Brand Awareness, and Product Quality had a positive effect on Consumer Willingness to Pay. This research was conducted using a survey method, the sampling technique used in this study was the incidental sampling technique. Data collection was carried out by distributing questionnaires to 400 respondents using iPhone smartphones in Karawaci in 2020. This study uses the Partial Least Square-Structural Equation Modeling or PLS-SEM analysis method using the SmartPLS program. The results of this study indicate that brand luxury, brand awareness, and product quality have a positive and significant effect on willingness to pay.

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