Leislee, Jesslyn (2023) PENGARUH BRAND TRUST, BRAND AWARENESS, DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PADA PRODUK PRIVATE LABEL DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT UNIVERSITAS TARUMANAGARA FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) JESSLYN LEISLEE 115200233 (B) THE EFFECT OF BRAND TRUST, BRAND AWARENESS, AND PERCEIVED QUALITY ON PURCHASE INTENTION OF PRIVATE LABEL’S PRODUCT IN JAKARTA (C) XVIII + 85 Pages, 22 Tables, 10 Pictures, 7 Attachments (D) MARKETING MANAGEMENT (E) Abstract: This study aims to examine the effect of brand trust, brand awareness, and perceived quality on purchase intention. The sample is 131 consumers who knew Indomaret private label’s product in Jakarta. Purposive sampling method was used by distributing questionnaires which were then processed using PLS-SEM. The result of this study shows that brand trust has a positive and significant effect on purchase intention. Brand awareness has a positive and significant effect on purchase intention. Perceived quality has a positive and significant effect on purchase intention. (F) Keywords: Brand Trust, Brand Awareness, Perceived Quality, Purchase Intention. (G) References 44 (1984–2023) (H) M. Tony Nawawi Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) JESSLYN LEISLEE 115200233 (B) PENGARUH BRAND TRUST, BRAND AWARENESS, DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION PADA PRODUK PRIVATE LABEL DI JAKARTA (C) XVIII + 85 Halaman, 22 Tabel, 10 Gambar, 7 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Penelitian ini bertujuan untuk menguji pengaruh brand trust, brand awareness, dan perceived quality terhadap purchase intention. Sampel yang diambil adalah 131 konsumen yang mengetahui produk private label Indomaret di Jakarta. Metode purposive sampling digunakan dengan cara menyebarkan kuesioner yang kemudian diolah menggunakan PLS-SEM. Hasil dari penelitian ini menunjukkan bahwa brand trust berpengaruh positif dan signifikan terhadap purchase intention. Brand awareness berpengaruh positif dan signifikan terhadap purchase intention. Perceived quality berpengaruh positif dan signifikan terhadap purchase intention. (F) Kata Kunci: Brand Trust, Brand Awareness, Perceived Quality, Purchase Intention. (G) Daftar Acuan 44 (1984–2023) (H) M. Tony Nawawi Drs., M.M
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 22 Aug 2024 01:51 |
| Last Modified: | 22 Aug 2024 01:51 |
| URI: | http://repository.untar.ac.id/id/eprint/43969 |
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