Lorents, Kennt (2023) PENGARUH BRAND IMAGE DAN BRAND EXPERIENCE TERHADAP PURCHASE INTENTION SMARTPHONE XIAOMI DI JAKARTA YANG DI MEDIASI OLEH BRAND TRUST. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) KENNT LORENTS (115200139) (B) THE EFFECT OF BRAND IMAGE AND BRAND EXPERIENCE ON PURCHASE INTENTION OF XIAOMI SMARTPHONES IN JAKARTA MEDIATED BY BRAND TRUST (C) XVI + 86 Pages, 23 Tables, 9 Pictures, 11 Attachment (D) MARKETING MANAGEMENT (E) Abstract: The purpose of this study was to examine the effect of brand image and brand experience on purchase intention and brand trust as a mediator between brand image and brand experience on purchase intention. The population of this study was 120 Xiaomi smartphone users in Jakarta. The purposive sampling method was used by distributing online questionnaires and processing using partial least squares structural equation modeling (PLS-SEM) in the Smartpls 4 program. The results of this study are that brand image and brand experience can affect brand trust, then brand trust can affect purchase intention. Brand image and brand experience can affect purchase intention with or without the mediation of brand trust. (F) References 61 (1991-2023) (G) M. Tony Nawawi Drs., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) KENNT LORENTS (115200139) (B) PENGARUH BRAND IMAGE DAN BRAND EXPERIENCE TERHADAP PURCHASE INTENTION SMARTPHONE XIAOMI DI JAKARTA YANG DI MEDIASI OLEH BRAND TRUST (C) XVI + 86 Halaman, 23 Tabel, 9 Gambar, 11 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image dan brand experience terhadap purchase intention serta menguji brand trust sebagai mediasi antara brand image dan brand experience terhadap purchase intention. Populasi dari penelitian ini adalah 120 pengguna smartphone Xiaomi di Jakarta. Metode purposive sampling digunakan dengan cara menyebarkan kuisioner secara online dan diolah menggunakan partial least square structural equation modeling (PLS- SEM) pada program Smartpls 4. Hasil dari penelitian ini adalah brand image dan brand experience dapat mempengaruhi brand trust, kemudian brand trust dapat mempengaruhi purchase intention. Brand image dan brand experience dapat mempengaruhi purchase intention dengan atau tanpa melalui mediasi brand trust. (F) Daftar Acuan 61 (1991-2023) (G) 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: | 29 Aug 2024 02:39 |
| Last Modified: | 29 Aug 2024 02:39 |
| URI: | http://repository.untar.ac.id/id/eprint/44003 |
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