Krogh, Rizky Ton Geraldo and Paulus, Trisalda Axelia (2020) Factors Influencing Millennials' Purchase Intention Towards Old Skool Vans in Jabodetabek. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The Old Skool is the first skate shoes from Vans that incorporated leather panels for increased durability. This particular model debuted in 1977 with the now famous Vans Sidestripe, which was created by Paul Van Doren. It has continued to gain popularity throughout the years with the help of celebrities, movies, skateboarders featuring this shoes. The brand used technological advancement to continue establish its shoes popularity, which has proven effective as Old Skool Vans is one of the top five most instagrammed sneakers in the world. The purpose of this research is to find whether product quality, brand equity and perceived price influences millennials’ purchase intention towards Old Skool Vans in JABODETABEK. The method used in this research is quantitative data, and the techniques to collect the data is questionnaire. We used Google Form to distribute the questionnaire, and we got 149 respondents that can be used for this research. The result showed that, from the three independent variables, Brand Equity has the biggest influence towards purchase intention.
| Item Type: | Thesis (Bachelor) | |||||||||
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| Uncontrolled Keywords: | purchase intention; brand equity; product quality; perceived price; Old Skool Vans | |||||||||
| 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 3435 not found. | |||||||||
| Date Deposited: | 03 Mar 2020 06:02 | |||||||||
| Last Modified: | 21 Jul 2020 08:18 | |||||||||
| URI: | http://repository.uph.edu/id/eprint/7800 |
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