Efek Brand Credibility Dan Brand Prestige Terhadap Purchase Intention: Suatu Penelitian Pada Merek Iphone

Wicaksono, Radithya Citra (2015) Efek Brand Credibility Dan Brand Prestige Terhadap Purchase Intention: Suatu Penelitian Pada Merek Iphone. S1 thesis, STIE Indonesia Banking School.

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Abstract

In a competitive business suchassmartphone market, need for deep concern about consumer behaviorhas been going up. In addition, increasingnumber of smartphone products hascaused the variety and complexity of customersbuying. The consumer purchase intention is one of the measures used to find out about consumer behavior. The objective of this research is to explain the effect of brand credibility and brand prestige on consumer purchase intentions in the context of smartphones in Indonesia. Studies done by inserting a number ofexplanatory factors, namely, the perceived value (for money), perceived quality, perceived risk and information cost saving This research was conducted with descriptive research design. This research will explain the relevance of the construct of the research model. The research subjects are people in Jakarta who do not have an iPhone. Data were collected through a survey on the number of respondents who selected through purposive sampling technique, which has some screening questions to get the qualified results. This study used Structural Equation Model (SEM) using Spss Amos 21 software. Validity and reliability of measurement used to measure the indicators proposed in this study. This research proves that the brand credibility and brand prestige has positive effect on perceived value (for money), perceived quality, and information cost (saved). Subsequently, perceived value (for money), perceived quality, and information cost (saved) effect has positive effect on purchase intention. perceived risk is negatively related to consumer purchase intention. This reserach also indicate that the relationship between perceived value (for money) and perceived quality on purchase intentionis not supported by data. Brand credibility, brand prestige, and perceived quality to perceived risk is not supported by data. And the relationship between perceived risk on the cost of information (saved) is not supported by data Keywords: Brand Credibility, Brand Prestige, Perceived Quality, Percveived Value (For Money), Perceived Quality, Perceived Risk, Information Cost Saving, Purchase Intention

Item Type: Thesis (S1)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: KODEPRODI61201#Manajemen
Depositing User: Mrs. Deli Apsa
Date Deposited: 25 Sep 2020 03:28
Last Modified: 25 Sep 2020 03:28
URI: http://repository.ibs.ac.id/id/eprint/835

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