Pengaruh brand image, product quality, dan advertising terhadap customer perceived value dan purchase intention pada Federal Oil di Surabaya

Christiandinata, Vincentius Raditya (2016) Pengaruh brand image, product quality, dan advertising terhadap customer perceived value dan purchase intention pada Federal Oil di Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Tujuan penelitian ini adalah menjelaskan pengaruh: Brand image (BI) terhadap customer perceived value (CPV) dan purchase intention (PI), product quality (PQ) terhadap customer perceived value dan purchase intention, advertising (AD) terhadap customer perceived value dan purchase intention. Desain penelitian ini adalah kausal. Variabel penelitian meliputi: brand image, product quality, advertisng, customer perceived value dan purchase intention. Jumlah sampel penelitian sebanyak 160 sampel dan teknik analisis data adalah structural equation model. Temuan penelitian ini menunjukkan bahwa BI berpengaruh positif terhadap CPV, PQ berpengaruh positif terhadap CPV, AD berpengaruh positif terhadap CPV, BI berpengaruh positif terhadap purchase intention, PQ berpengaruh positif terhadap purchase intention, AD berpengaruh positif terhadap purchase intention, CPV berpengaruh positif terhadap purchase intention baik secara langsung maupun tidak langsung. Hasil penelitian ini menunjukkan bahwa 7 hipotesis penelitian yang diajukan adalah terbukti.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand image, product quality, advertising, customer perceived value, purchase intention.
Subjects: Business
Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 2785 not found.
Date Deposited: 11 Feb 2016 01:57
Last Modified: 11 Feb 2016 01:57
URI: http://repository.ukwms.ac.id/id/eprint/5681

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