PENGARUH CITRA MEREK DAN PENGETAHUAN PRODUK TERHADAP MINAT BELI SEPATU FUTSAL NIKE PADA NIKE STORE MALL KELAPA GADING

NURHAKIM, ANGGA (2014) PENGARUH CITRA MEREK DAN PENGETAHUAN PRODUK TERHADAP MINAT BELI SEPATU FUTSAL NIKE PADA NIKE STORE MALL KELAPA GADING. S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Angga Nurhakim 2014; The Influence of Brand Image and Product Knowledge toward Purchase Intention Nike Futsal Shoes. Mini-thesis, Jakarta: Marketing Management, Management, Faculty of Ecomonomics, Universitas Negeri Jakarta. Advisory: Setyo Ferry, SE., MSi. & Agung Kresnamurti RR, ST., MM. This research aims to describe clearly and testing the influence of Brand image, Product knowledge toward Purchase intention. The Research was carried out quantitatively, descriptive and causal research design, and use survey methods. The population in this study is that the customer is at the Nike Store Mall Kelapa Gading, who have not used the Nike futsal shoes. The Total of sample in this research counted 100 respondents and the analysis of teh research was conducted using SPSS 17 software. The results of the t test shows the brand image and purchase intention significantly influence the significance value X to Y (0.000), and product knowledge and purchase intention are also significantly influence the value of significance X to Y (0.000) both are not greater than 0.05. The results of F test simultaneously indicates brand image and product knowledge influencing significantly to purchase intention (0.000). And the result of determination analysis in this research shows the variation of the brand image variable could explained the purchase intention variable for 39.2%, then product knowledge variable could explained purchase intention for 45.1% and both variables brand image and product knowledge could explained purchase intention together for 84.3%. While 15.7% are influenced or explained by other variables that are not included in this research model. Keywords: Brand image, Product knowledge, Purchase intention.

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