Julianti, Selly (2020) Analisis Pengaruh Corporate Reputation terhadap Niat Pembelian Produk tanpa Pemanis Buatan di Batam. Undergraduate thesis, Universitas Internasional Batam.
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Abstract
Penelitian yang dilakukan ini bertujuan untuk melihat pengaruh dari variabel Corporate Reputation, Brand Image, Brand Loyalty terhadap Purchase Intention. Dimana menciptakan kesadaran tentang bahaya diabetes bisa menjadi peluang bagi produsen produk pemanis sambil menawarkan solusi yang diharapkan dapat membangun reputasi perusahaan. Penelitian ini menggunakan metode survey dengan cara membagikan kuesioner kepada 330 responden. Sampel diambil dari responden yang membeli dan menggunakan produk tanpa pemanis buatan di kota Batam. Hasil responden yang sudah dikumpulkan, kemudian diolah menggunakan Software PLS. Hasil PLS yang didapat menyatakan adanya hubungan yang signifikan dari beberapa variable yang di ujikan. Hasil penelitian menunjukan bahwa Corporate Reputation, Brand Image, Brand Loyalty berpengaruh signifikan positif terhadap Purchase Intention, hasil penelitian ini dapat digunakan perusahaan untuk meningkatkan citra perusahaan di mata masyarakat yang berguna untuk menarik perhatian calon pembeli dan kemudian membuat pelanggan menjadi loyal terhadap mereka ataupun perusahaan tersebut, dan untuk konsumen bertujuan untuk meningkatkan kesadaran akan bahaya diabetes bagi kesehatan ********************************************************************** This study aims to examine the effect of the variables: Corporate Reputation, Brand Image and Brand Loyalty on Purchase Intention. Creating awareness about the dangers of diabetes can be an opportunity for sweetener about the dangers of diabetes can be an opportunity for sweetener product manufacturers while offering solutions that are expected to build a company’s reputation. This research uses survey method by distributing 330 questionnaires to respondents. Samples were taken from respondents who bought and used artificial sweeteners in Batam. The results of respondents, who have been collected is then processed using PLS Software. The PLS results obtained stated that there was a significant relationship of several variables tested. Results of the study showed that Corporate Reputation, Brand Image and Brand Loyalty have a significant positive effect on Purchase Intention and thus the results of this study can be used by companies to improve their public image which will be useful to attract potential customers as well as increasing brand awareness and loyalty. Lastly, consumers will be more aware about the dangers of diabetes.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | Similarity: 24 |
| Uncontrolled Keywords: | Corporate Reputation, Brand Image, Brand Loyalty, Purchase Intention |
| Subjects: | H Social Sciences > HF Commerce > Business > Marketing. Distribution of products |
| Divisions: | School of Economic and Business > Accounting |
| SWORD Depositor: | Admin Repository Universitas Internasional Batam |
| Depositing User: | Admin Repository Universitas Internasional Batam |
| Date Deposited: | 22 Apr 2020 09:18 |
| Last Modified: | 22 Apr 2020 09:18 |
| URI: | http://repository.uib.ac.id/id/eprint/2025 |
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