Kartini S. P., Thias Ajeng (2015) Pengaruh functional value of product quality, emotional value of the product dan brand image terhadap purchase intention minuman isotonik POCARI SWEAT di Jakarta: BRAND PREFERENCE sebagai variabel mediator / Thias Ajeng Kartini S. P. 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 functional value of product quality, emotional value of the product, and brand image on purchase intention. Secount to explore the effect among functional value of product quality, emotional value of the product, and brand image on brand preference. Third, to explore the effect of brand preference on purchase intention. Fourth, to find out if brand preference is able to mediate functional value of product quality, emotional value of the product, and brand image toward purchase intention. The population of this research are consumers isotonic drink Pocari Sweat in Jakarta. The samples of this research are two hundreds consumers isotonic drink Pocari Sweat 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) th relationship between functional value of product quality, emotional value of the product, and brand image have a significant and positive effect toward purchase intention; (b) the relationship between functional value of product quality, emotional value of the product, and brand image have a significant and positive effect towards brand preference; (c) brand preference has a positive effect on purchase intention; (d) brand preference will mediate the effect between functional values of product quality, emotional value of the product, brand image 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 01:59 |
| Last Modified: | 10 Jul 2018 01:59 |
| URI: | http://repository.untar.ac.id/id/eprint/3797 |
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