Pengaruh brand image, brand awareness dan perceived quality terhadap purchase intention produk bone condustion headset "brand shokz" di Jakarta

Wahyuni, Tri (2024) Pengaruh brand image, brand awareness dan perceived quality terhadap purchase intention produk bone condustion headset "brand shokz" di Jakarta. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine the influence of brand image, brand awareness, and perceived quality on purchase intentions of the bone conduction headset product “Shokz Brand” in Jakarta. The underlying theory applied was based on the Stimulus, Organism, and Response (SOR) Theory. The sampling technique applied in this study is non-probability sampling with a purposive sampling approach. The respondent consist of 235 buyers of bone conduction headset Shokz Brand in Jakarta. The data analyst technique employed in this study is Smart-PLS version 4.1.0.0. The result indicates that brand image does not have a significant effect on purchase intention.
Furthermore, brand awareness, and perceived quality significantly influence purchase intentions. The research result provides insight to PT XYZ as the official distributor of Shokz Brand in determining a strategy to improve brand image, brand awareness and perceived quality on intent to purchase. The study is conducted in PT. XYZ which the official distributor of Shokz Brand in Indonesia. Further investigations of the Shokz Brand in global countries could yield varying results

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Prof. Dr. Ir. Carunia Mulya Firdausy, M.ADE., APU., Ph.D
Uncontrolled Keywords:	Keywords: Brand Image, Brand Awareness, Perceived Quality, Purchase Intention
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	21 May 2026 06:27
Last Modified:	21 May 2026 06:27
URI:	https://repository.untar.ac.id/id/eprint/49466

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