Yapriadi, Andri Hiunjaya (2014) PENGARUH BRAND CREDIBILITY, ii BRAND PRESTIGE DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PADA SMARTPHONE SAMSUNG DI JAKARTA: PERCEIVED QUALITY SEBAGAI VARIABEL MEDIATOR. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
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Abstract
There are four purposes in this study: First, to explore the effect among brand credibility, brand prestige and brand awareness on purchase intention. Second, to explore the effect among brand credibility, brand prestige and brand awareness 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 credibility, brand prestige and brand awareness toward purchase intention. The population of this research are all Samsung smartphone users in Jakarta. The samples of this research are collected from Samsung smartphone users in Tarumanagara University. 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 credibility and brand awareness have a significant and positive effect toward purchase intention, whereas brand prestige is not significant and have a negative effect toward purchase intention; (b) the relationship between brand credibility and brand awareness have a significant and positive effect toward perceived quality, whereas brand prestige is not significant toward purchase intention; (c) perceived quality has a positive effect on purchase intention; (d) perceived quality will mediate the effect between brand credibility, brand awareness and purchase intention, but perceived quality couldn’t mediate the effect between brand prestige and 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: | 25 May 2023 07:59 |
| Last Modified: | 25 May 2023 07:59 |
| URI: | http://repository.untar.ac.id/id/eprint/40192 |
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