WIJAYA, RYAN VANDY (2021) PENGARUH BRAND IMAGE, BRAND TRUST DAN PRODUCT QUALITY TERHADAP PURCHASE INTENTION KONSUMEN SMARTPHONE OPPO DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.
Full text not available from this repository.Abstract
Tujuan dari penelitian ini adalah untuk menguji apakah Brand Image, Brand Trust, dan Product Quality dapat mempengaruhi Purchase Intention. Populasi dari penelitian ini adalah pengguna Smartphone Oppo yang berdomisili di Jakarta Barat, peneliti menyebarkan kuesioner secara online kepada 100 responden. Metode pengambilan sampel adalah nonprobability sampling dengan jenis purposive sampling. Metode analisis data dalam penelitian ini adalah metode kuantitatif dan Structural Equation Modelling (SEM) dengan pendekatan Partial Least Squares (PLS). Hasil dari penelitian ini menyatakan bahwa Brand Image dan Product Quality berpengaruh terhadap Purchase Intention, sedangkan Brand Trust tidak berpengaruh terhadap Purchase Intention. Brand Image, Brand, Trust,Product Quality, Purchase Intention, Oppo Smartphones. The purpose of this study was to test whether Brand Image, Brand Trust, and Product Quality can affect Purchase Intention. The population of this study were Oppo Smartphone users who live in West Jakarta, researchers distributed questionnaires online to 100 respondents. The sampling method is nonprobability sampling with purposive sampling type. Data analysis methods in this research are quantitative methods and Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) approach. The results of this study indicate that Brand Image and Product Quality have an effect on Purchase Intention, while Brand Trust has no effect on Purchase Intention. Brand Image, Brand, Trust,Product Quality, Purchase Intention, Oppo Smartphones
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 15 Jun 2022 08:39 |
| Last Modified: | 15 Jun 2022 08:39 |
| URI: | http://repository.untar.ac.id/id/eprint/36178 |
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