Pengaruh brand awareness, perceived quality, brand image terhadap purchase intention melalui brand attitude produk private label brand Carrefour pada transmart Rungkut Surabaya

Christie, Clement Charisma (2018) Pengaruh brand awareness, perceived quality, brand image terhadap purchase intention melalui brand attitude produk private label brand Carrefour pada transmart Rungkut Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand awareness, perceived quality, brand image terhadap purchase intention melalui brand attitude. Sampel yang digunakan sebanyak 150 responden dengan teknik pengambilan sampel: nonprobability sampling dengan cara purposive sampling dan menggunakan teknik analisis SEM dengan bantuan program LISREL 8.70. Karakteristik responden dalam penelitian ini adalah responden yang belum pernah membeli produk private brand Carrefour pada Transmart Rungkut Surabaya, berusia diatas 17 tahun, dan berdomisili di Surabaya. Data dikumpulkan menggunakan kuesioner. Teknik analisis data yang digunakan adalah analisis SEM dengan program LISREL. Hasil penelitian menunjukkan bahwa adanya hubungan positif antara brand awareness dengan brand attitude. Selanjutnya ada hubungan positif antara perceived quality kepada brand attitude. Hubungan positif juga ada pada brand image dengan brand attitude. Dan selanjutnya brand attitude berpengaruh positif terhadap purchase intention.

Item Type:	Thesis (Undergraduate)
Department:	["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords:	Brand awareness, perceived quality, brand image, brand attitude, purchase intention
Subjects:	Business > Management
Divisions:	Faculty of Business > Management Undergraduate Study Program
Depositing User:	Clement Charisme Christre
Date Deposited:	07 Aug 2018 07:46
Last Modified:	07 Aug 2018 07:46
URI:	http://repository.ukwms.ac.id/id/eprint/15584

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