Pengaruh normative influence, brand consciousness, perceived quality, dan emotional value terhadap purchase intention pada brand stradivarius

Agnes Maria A.S., . (2018) Pengaruh normative influence, brand consciousness, perceived quality, dan emotional value terhadap purchase intention pada brand stradivarius. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh normative influence, brand consciousness, perceived quality, dan emotional value terhadap purchase intention pada brand Stradivarius. Persaingan dalam dunia fashion semakin besar. Banyak brand ternama yang bermunculan dan semakin mengembangkan sayapnya di Indonesia. Berdasar oleh teori planned behaviour, terdapat banyak faktor yang mempengaruhi normative influence, brand consciousness, perceived quality, dan emotional value terhadap purchase intention pada store Stradivarius. Jumlah sampel yang diambil sebanyak 154 responden. Tiap responden tersebut merupakan individu yang mengetahui mengenai brand Stradivarius dan produk yang dijual. Data dikumpulkan melalui alat bantu kuesioner dan selanjutnya diolah dengan teknik analisis structural equation model menggunakan program LISREL. Hasil penelitian ini menunjukkan bahwa normative influence memiliki pengaruh positif terhadap brand consciousness, brand consciousness memiliki pengaruh positif terhadap perceived quality, brand consciousness memiliki pengaruh positif terhadap emotional value, perceived quality memiliki pengaruh positif terhadap emotional value, perceived quality memiliki tidak berpengaruh terhadap purchase intention, dan emotional value memiliki pengaruh positif terhadap purchase intention pada brand Stradivarius.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Normative influence, brand consciousness, perceived quality, emotional value, purchase intention, theory of planned behaviour
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 5507 not found.
Date Deposited: 03 Jul 2018 02:21
Last Modified: 17 Oct 2018 02:33
URI: http://repository.wima.ac.id/id/eprint/14725

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