Aldian, William (2015) Pengaruh brand image, brand awareness dan brand familiarity terhadap perceived quality dan purchase intention pada produk ADIDAS di Jakarta / William Aldian. Skripsi thesis, UNIVERSITAS TARUMANEGARA.
Full text not available from this repository.Abstract
There are four purposes in this study: First, to explore the effect among brand image, brand awareness, and brand familiarity on purchase intention. Second, to explore the effect among brand image, brand awareness, and brand familiarity on perceived quality. Third, to explore the effect of perceived quality on purchase intention. Fourth, to find out if perceived quality is able to mediate brand image, brand awareness, and brand familiarity toward purchase intention. The population of this research are consumers of Adidas in Jakarta. The samples of this research are two hundreds consumers Adidas in West Jakarta. The method of data collection was conducted by distributing questionnaires to 200 respondents. The technique of data analysis used in this study was regression analysis and mediating test to examine the hypotheses. The results are: (a) the relationship between brand image, brand awareness, and brand familiarity have a significant and positive effect toward purchase intention; (b) the relationship between brand image, brand awareness, and brand familiarity have a significant and positive effect toward perceived quality; (c) perceived quality has a positive effect on purchase intention; (d) perceived quality will mediate the effect between brand image, brand awareness, brand familiarity and purchase intention.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 10 Jul 2018 01:33 |
| Last Modified: | 10 Jul 2018 01:33 |
| URI: | http://repository.untar.ac.id/id/eprint/3775 |
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