Analisis Faktor-Faktor yang Mempengaruhi Brand Commitment dan Product Purchase Intensity

Dewita, Sapna (2011) Analisis Faktor-Faktor yang Mempengaruhi Brand Commitment dan Product Purchase Intensity. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This research examined the analysis of factors affecting brand commitment and product purchase intensity. This research is based on samples of Aqua gallon customers that divided into five sub-districts in Batam, among other sub-Tiban, Nagoya, Batam Center, Batu Aji and Bengkong. Sample is selected based on research that Aqua has the highest total assets by 73% compared to other mineral water. The proposed hypotheses were tested by using multiple regression analysis, with enter method and t test. Method for the Samples selection is using non-probability method with judgement sampling and the population is consumer of Aqua gallon in Batam totals sample as much 220 respondents. The result have contained positive influences between brand commitment and endruing involvement, product purchase intensity and enduring involvement, brand commitment and risk involvement, product purchase intensity and risk involvement, brand commitment and socio economic status, enduring involvement and socio economic status, product purchase intensity and socio economic status, risk involvement and socio economic status. Keywords: Brand commitment, product purchase intensity, enduring involvement, risk involvement, sosio economic status

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