PENGARUH BRAND IMAGE, TRUST DAN SERVICE QUALITY TERHADAP PURCHASE INTENTION PRODUK PLAYSTATION MEREK SONY DI JAKARTA

Oprs, Adrian Kefas (2022) PENGARUH BRAND IMAGE, TRUST DAN SERVICE QUALITY TERHADAP PURCHASE INTENTION PRODUK PLAYSTATION MEREK SONY DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

The purpose of this study was to examine the effect of brand image, trust, and service quality on purchase intention. The sample used in this study were 100 customers of Sony's Playstation products in Jakarta. This study uses a sampling technique that is random sampling with purposive sampling technique by distributing online questionnaires through a google form which is then processed using quantitative methods and using the SmartPLS-SEM statistical software. The results of this study are 1) brand image affects the purchase intention of Sony Playstation brand customers 2) trust affects the purchase intention of Sony Playstation brand customers 3) service quality affects the purchase intention of Sony Playstation brand customers. Keywords: brand image, trust, service quality, purchase intention. Tujuan dari penelitian ini adalah untuk menguji pengaruh citra merek, kepercayaan, dan kualitas pelayanan terhadap niat pembelian . Sample yang digunakan pada penelitian ini adalah 100 pelanggan produk playstation merek sony di Jakarta . Penelitian ini menggunakan teknik pengambilan sample yaitu random sampling dengan teknik purposive sampling dengan menyebarkan kuesioner secara online melalui google form kemudian diolah menggunakan metode kuantitatif dan menggunakan sofware statistik SmartPLS-SEM. Hasil dari penelitian ini adalah 1) citra merek berpengaruh terhadap niat beli pelanggan playstation merek sony 2) kepercayaan berpengaruh terhadap niat beli pelanggan playstation merek sony 3) kualitas pelayanan berpengaruh terhadap niat beli pelanggan playstation merek sony. Kata kunci: citra merek, kepercayaan, kualitas pelayanan, niat beli

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: FE Perpus
Date Deposited: 17 Jun 2022 06:42
Last Modified: 17 Jun 2022 06:42
URI: http://repository.untar.ac.id/id/eprint/36233

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