Analisis Hubungan Citra Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Dengan Mediasi Niat Membeli Iphone Di Surabaya
Total View This Week0
Total View This Week0
Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Makari, A. Izzul Chaq
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-02-21 07:28:12
Abstract :
This study aims to analyze the relationship between brand image and perceived quality on purchasing decisions by mediating the intention to buy an iPhone among iPhone users in the city of Surabaya. The variables studied are brand image, perceived quality, purchase intention, and purchase decision. There are five aspects that will be examined, namely, research strategy, level of involvement of researchers, research settings, units of analysis, and time horizon. This research is included in the survey category because it communicates with respondents and does not manipulate independent variables. Using a Likert scale variable measurement. The sampling method used is the method of distributing questionnaires directly to respondents. The analysis used is by using SPSS 25 with descriptive statistical analysis test, validity test, reliability test, multiple linear regression test, hypothesis test f statistic test, coefficient of determination test, and t test. The results of this study indicate that brand image and perceived quality have a significant effect on purchase intention and purchase decision, while purchase intention can mediate brand image and perceived quality on purchase decision. Purchase intention becomes partial mediation because brand image and perceived quality can have a significant effect on purchase decisions whether or not through purchase intention.
This study aims to analyze the relationship between brand image and perceived quality on purchasing decisions by mediating the intention to buy an iPhone among iPhone users in the city of Surabaya. The variables studied are brand image, perceived quality, purchase intention, and purchase decision. There are five aspects that will be examined, namely, research strategy, level of involvement of researchers, research settings, units of analysis, and time horizon. This research is included in the survey category because it communicates with respondents and does not manipulate independent variables. Using a Likert scale variable measurement. The sampling method used is the method of distributing questionnaires directly to respondents. The analysis used is by using SPSS 25 with descriptive statistical analysis test, validity test, reliability test, multiple linear regression test, hypothesis test f statistic test, coefficient of determination test, and t test. The results of this study indicate that brand image and perceived quality have a significant effect on purchase intention and purchase decision, while purchase intention can mediate brand image and perceived quality on purchase decision. Purchase intention becomes partial mediation because brand image and perceived quality can have a significant effect on purchase decisions whether or not through purchase intention.
Download
book
BibTex
Latex, Jabref
cloud_download
Original Resource
url resource Institution
