The Influence of Brand Image And Trust on Purchase Intention Through The Mediation of Perceived Value Towards Go-Food in Surabaya

Natahadi, Hendrawan (2019) The Influence of Brand Image And Trust on Purchase Intention Through The Mediation of Perceived Value Towards Go-Food in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In the current era of globalization technology and the internet is able to change human behavior in fullfill their needs. One of the basic human needs is food. With the development of the culinary business, it encourages service companies to add online food delivery services through application. To be a provider of food delivery services that can attract buying interest and be trusted by consumers, it is necessary to consider the determinants of buying interest. This research is a causal study which aims to determine the relationship of brand image and trust in purchase interest through perceived value. The population of this study is all people who are domiciled in Surabaya, aged 17 years and over who have a Go-Food application and never made a transaction on Go-Food. The number of samples of this study was 160 respondents who were distributed through questionnaires. This study uses SEM analysis techniques with the help of Lisrel 8.80. The results of this study indicate that brand image has a positive and significant effect on perceived value, trust has a positive and significant effect on perceived value, perceived value has a positive and significant effect on purchase interest, brand image has a positive and significant indirect effect on purchase intention through perceived value, trust has a positive and significant indirect effect on purchase intention through perceived value. In this study there are suggestions that can be given by researchers, namely that Go-Food can maintain the emotional bonds that have been formed by continuing to provide the best service to consumers until the service process is complete. In addition to providing promotions and continuing to increase the number of restaurants can increase interest in consumer purchase intention. For academic advice, it is expected that further researchers can consider other variables such as perceived price and perceived quality.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand Image, Trust, Perceived Value, Purchase Intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Users 6453 not found.
Date Deposited: 29 Jan 2019 06:39
Last Modified: 29 Jan 2019 06:39
URI: http://repository.wima.ac.id/id/eprint/17384

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