Brand image dan brand awareness untuk memprediksi purchase intention konsumen nike di jakarta dan tangerang : perceived quality sebagai variabel mediasi./I Made Genta Wedangga

Wedangga, I Made Genta (2018) Brand image dan brand awareness untuk memprediksi purchase intention konsumen nike di jakarta dan tangerang : perceived quality sebagai variabel mediasi./I Made Genta Wedangga. Skripsi thesis, Universitas Tarumanagara.

[img] Text
I Made Genta Wedangga 115140321 file upload.pdf

Download (10MB)

Abstract

The purpose of this research is to examine whether 1) brand image and brand awareness can predict purchase intention of Nike customer?s in Jakarta and Tangerang, 2) brand awareness can predict perceived quality of Nike customer?s in Jakarta and Tangerang, 3) perceived quality can predict of Nike customer?s in Jakarta and Tangerang, and 4) perceived quality can mediate brand awareness on purchase intention of Nike customer?s in Jakarta and Tangerang. The populations of this research are Nike?s cutomer in Jakarta and Tangerang. The samples are 200 respondents by online questionnaires with the nonprobability sampling technique with convenience sampling. Overall the result of this study are 1) brand image is positively and significantly predicted purchase intention but brand awareness is unsignificantly cannot predict purchase intention of Nike customer?s in Jakarta and Tangerang, 2) brand awareness is positively and significantly predicted perceived quality of Nike customer?s in Jakarta and Tangerang. 3) perceived quality is positively and significantly predicted purchase intention of Nike customer?s in Jakarta and Tangerang and 4) perceived quality can mediate the positive prediction of brand awareness on purchase intention of Nike customer?s in Jakarta and Tangerang.

Item Type: Thesis (Skripsi)
Subjects: Skripsi/Tugas Akhir
Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions: Fakultas Ekonomi > Manajemen
Depositing User: Puskom untar untar
Date Deposited: 03 Dec 2018 02:00
Last Modified: 08 Jun 2021 04:41
URI: http://repository.untar.ac.id/id/eprint/9339

Actions (login required)

View Item View Item