Analisis Pengaruh Brand Awareness, Brand Association, Perceived Quality dan Brand Associasion Terhadap Purchase Intention Smartphone di Kota Batam

Syahputra, Dayu Amanda (2020) Analisis Pengaruh Brand Awareness, Brand Association, Perceived Quality dan Brand Associasion Terhadap Purchase Intention Smartphone di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Tujuan penelitian ini untuk mengetahui pengaruh brand awareness, brand associasion, perceived quality dan brand loyalty terhadap purchase intention smartphone di Kota Batam. Penelitian ini menggunakan metode penyebaran kuisioner kepada 250 customer yang pembeli dan pengguna smartphone. Dari hasil regresi , menunjukan bahwa (1) variabel brand awareness terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau <0,05, (2) variabel brand associasion terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau <0,05, (3) variabel perceived quality terdapat pengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau <0,05, (4) brand loyalty berpengaruh signifikan positif terhadap purchase intention dilihat dari nilai signifikan 0,000 atau <0,05. (5) Secara simultan atau bersama-sama brand, brand, price dan social influence terdapat signifikan terhadap purchase intention ditunjukkan dari hasil uji F nilai signifikan 0,000<0,05. ********************************************************************** The purpose of this study was to determine the effect of brand awareness, brand association, perceived quality and brand loyalty on smartphone purchase intention in Batam City. This study uses a method of distributing questionnaires to 250 customers who are smartphone buyers and users. From the results of multiple regression, it shows that (1) brand awareness variables there is a significant positive effect on purchase intention seen from a significant value of 0,000 or <0,05, (2) there are significant positive brand association variables on purchase intention seen from a significant value of 0,000 or <0,05, (3) perceived quality variables have a significant positive effect on purchase intention seen from a significant value of 0,000 or <0,05, (4) brand loyalty variables there is a significant positive effect on purchase intention seen from a significant value of 0,000 or <0,05.

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