NATHANAEL, JOSE (2021) PENGARUH KREDIBILITAS PERUSAHAAN, CITRA MEREK, KESADARAN MEREK, DAN LOYALITAS MEREK TERHADAP MINAT PEMBELIAN PRODUK IPHONE APPLE PADA GEN Z DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
Full text not available from this repository.Abstract
The purpose of this study is to examine the influence of company's credibility, brand image, brand awareness, and brand loyalty on purchase intention of iPhone Apple products. The population in this study is people who have bought and used iPhone products. The sample used in this study was 100 respondents from Generation Z who used and bought iPhone products in West Jakarta. The sampling technique used is non-probability sampling with convenience sampling method. The results of this study are as follows. First, the credibility of the company has a significant influence on the purchase intention of iPhone products in Generation Z in West Jakarta. Second, brand Image has a significant influence on the Purchase Intention of iPhone products in Generation Z in West Jakarta. Third, brand Awareness has a significant influence on iPhone product Purchase Intention in Generation Z in West Jakarta. Finally, brand Loyalty has a significant influence on the Purchase Intention of iPhone products in Generation Z in West Jakarta. Tujuan dari penelitian ini adalah untuk menguji pengaruh kredibilitas perusahaan, citra merek, kesadaran merek, dan loyalitas merek terhadap niat beli produk iPhone Apple. Populasi dalam penelitian ini adalah masyarakat yang pernah membeli dan menggunakan produk iPhone. Sampel yang digunakan dalam penelitian ini adalah 100 responden dari Generasi Z yang menggunakan dan membeli produk iPhone di Jakarta Barat. Sampel yang digunakan adalah non-probability sampling dengan metode convenience sampling. Hasil penelitian ini adalah, pertama, kredibilitas perusahaan berpengaruh signifikan terhadap niat beli produk iPhone Generasi Z di Jakarta Barat. Kedua, Brand Image berpengaruh signifikan terhadap Purchase Intention produk iPhone Generasi Z di Jakarta Barat. Ketiga, Brand Awareness berpengaruh signifikan terhadap Purchase Intention produk iPhone pada Generasi Z di Jakarta Barat. Terakhir, Brand Loyalty berpengaruh signifikan terhadap Purchase Intention produk iPhone Generasi Z di Jakarta Barat.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 14 Jun 2022 07:48 |
| Last Modified: | 05 Apr 2023 02:05 |
| URI: | http://repository.untar.ac.id/id/eprint/36116 |
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