Vincent, Vincent (2018) Luxury brand perception, social influence dan brand personality untuk memprediksi purchase intention pengguna iphone di jakarta : trait of vanity sebagai variabel moderasi./Vincent. Skripsi thesis, Universitas Tarumanegara.
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Abstract
The key purpose of this study was to investigate the relationship between luxsury brand perception, social influence, brand personality and trait of vanaty toward purechase intention. The study was conducted to see whether luxury brand perception, social influence and brand personality has a positive prediction towards purchase intention. This research also examined the effect of trait of vanity as moderating variable. The population of this research were all indonesian iphone users. The sampling frame was limited to iphone users in jakarta. The non-probability purposive sampling wa used for this research. The method of data collection was conducted by distributing questionnaires to 200 respondents by online. This study showed that luxury brand perception, social influence and brand personality has a significant positive predictive effect towards purchase intention. Further, the study showed that trait of vanity has no moderating effect at all for this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | Puskom untar untar |
| Date Deposited: | 06 Dec 2018 09:24 |
| Last Modified: | 04 Jun 2021 07:34 |
| URI: | http://repository.untar.ac.id/id/eprint/9422 |
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