Analisis Pengaruh Brand Awareness, Brand Image dan Perceived Quality terhadap Purchase Intention Laptop Acer di Kota Payakumbuh

Anggun, Riza Yeni Putri (2016) Analisis Pengaruh Brand Awareness, Brand Image dan Perceived Quality terhadap Purchase Intention Laptop Acer di Kota Payakumbuh. D3 thesis, Universitas Andalas.

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Abstract

Tujuandaripenelitianiniadalahuntukmenganalisisdanmengetahui 1) pengaruhbrand awarenessterhadappurchase intention, 2) pengaruhbrand awarenessterhadapperceived quality,3) pengaruhbrand imageterhadappurchase intention, 4) pengaruhbrand image terhadapperceived quality dan 5) pengaruhperceived qualityterhadappurchase intention. Jenispenelitianexplanatory researchdenganmetodepenelitiannyasurvey explanatory danpenelitiankuantitatif.Populasidaripenelitianiniadalah para konsumen yang menggunakanlaptop Acer di Kota Payakumbuh. Ukuransampeladalah 114responden, teknikpengambilansampeladalahpurposive sampling. Data primer didapatkandenganmenyebarkan 114kuesionerkepadaresponden. Analisis data denganstatistikdeskriptifdananalisisStructural Equation Models (SEM) dengan menggunakan software SmartPLSversion 2.0.Hasildaripenelitianinimenemukanbahwaadanyapengaruhpositifdansignifikandarisemuavariabel, yakni : 1) brand awareness dan brand imageterhadapperceived quality,2) brand awareness danbrand image terhadappurchase intentiondan 3) perceived quality terhadappurchase intention padalaptop Acer di Kota Payakumbuh.Implikasipenelitianini, Acerharusmenciptakanproduk yang lebihinovasidanmenarikdengancaramemberikanvariasiterhadap model, warnadandesain laptop.

Item Type: Thesis (D3)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: S1 Manajemen Fakultas Ekonomi
Date Deposited: 13 Jun 2016 04:12
Last Modified: 13 Jun 2016 04:12
URI: http://scholar.unand.ac.id/id/eprint/10452

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