The effects of customer’s reciprocity perception on purchase intention through corporate image and brand image as mediators : the case of the executive Tunjungan Plaza Mall Surabaya

Sukamto, Julieta Natania (2020) The effects of customer’s reciprocity perception on purchase intention through corporate image and brand image as mediators : the case of the executive Tunjungan Plaza Mall Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

In this era, fashion is an important part for us. Fashion that has many styles, makes people who use can provide comfort and make better at a certain time through fashion. The Executive is a clothing retail brand and is the leader of formal fashion smartphones in Indonesia. With a good brand name will make customers make a purchase intention. This research was conducted to understand the knowledge between reciprocal customer perceptions of purchase intentions through the company's image and brand image in The Executive. This research uses quantitative research methods, with a total of 161 respondents consisting of 69 men and 91 women. Respondents from this research must be users of The Executive products and domiciled in Surabaya. Respondents must fill out a questionnaire contained in Google form that has been distributed through social media. Data analysis is Structural Equation Modeling (SEM) using the PLS program. This study found that (1) Brand image has a positive effect on Purchase Intention. (2) Corporate image has a positive effect on Brand image. (3) Reciprocity perception has a positive effect on brand image. (4) Corporate image does not affect Purchase Intention (5) Reciprocity perception has a positive effect on Corporate Image. (6) Reciprocity perception has a positive effect on Purchase intention.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
ContributionContributorsNIDN / NIDKEmail
Thesis advisorEllitan, LenaNIDN0720057101UNSPECIFIED
Thesis advisorAmrullah, Andi AnugerahNIDN0730129101UNSPECIFIED
Uncontrolled Keywords: Reciprocity perception, purchase intention, brand image, corporate image
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Julieta Natania Sukamto
Date Deposited: 06 Aug 2020 01:39
Last Modified: 06 Aug 2020 01:39
URI: http://repository.wima.ac.id/id/eprint/23101

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