PENGARUH BRAND AWARENESS, BRAND TRUST, PERCEIVED VALUE DAN BRAND PREFERENCE TERHADAP PURCHASE INTENTION VIVO SMARTPHONE DI JAKARTA BARAT

SAMUEL, EDWARD (2022) PENGARUH BRAND AWARENESS, BRAND TRUST, PERCEIVED VALUE DAN BRAND PREFERENCE TERHADAP PURCHASE INTENTION VIVO SMARTPHONE DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.

Text Edward Samuel 115180163 JA.pdf Download (1MB)

Abstract

In this research, the aim is to test empirically do brand awareness, brand trust, perceived value, brand preference have an influence on purchase intention. The population based on this research is Vivo smartphone users who live in West Jakarta and from the entire population studied there are only 167 respondents. In this study using purposive sampling method, with the distribution of online questionnaires and then the data obtained is processed by smart PLS-SEM. Based on the results of this study it is stated that only brand awareness, perceived value, brand preference have a positive influence on purchase intention. Brand Awareness, Brand Trust, Perceived Value, Brand Preference, Purchase Intention. Pada penelitian ini dilakukan bertujuan untuk menguji secara empiris apakah brand awareness, brand trust, perceived value, brand preference memiliki pengaruh terhadap purchase intention. Populasi berdasarkan penelitian ini yaitu para pengguna Vivo smartphone yang berdomisili di Jakarta Barat dan dari keseluruhan populasi yang diteliti hanya sebanyak 167 orang responden. Dalam penelitian ini menggunakan metode purposive sampling, dengan penyebaran kuesioner secara online dan kemudian data yang didapatkan diolah dengan software smartPLS-SEM. Berdasarkan dari hasil penelitian ini menyatakan bahwa hanya brand awareness, perceived value, brand preference memiliki pengaruh positif signifikan terhadap purchase intention. Brand Awareness, Brand Trust, Perceived Value, Brand Preference, Purchase Intention.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	20 Jun 2022 06:54
Last Modified:	20 Jun 2022 06:54
URI:	http://repository.untar.ac.id/id/eprint/36330

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