PENGARUH CITRA MEREK TERHADAP MINAT BELI CHATIME (Survei Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Negeri Jakarta)

ADZO, VIRGINIA SALMA NUR (2020) PENGARUH CITRA MEREK TERHADAP MINAT BELI CHATIME (Survei Pada Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Negeri Jakarta). D3 thesis, Universitas Negeri Jakarta.

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Abstract

Virginia Salma Nur Adzo, 2019, 8223154581, title of the research “The Influence Of Brand Image on Customer Purchase Intention Chatime (Survey Student of Management Study Program Faculty of Economics State University of Jakarta). DIII Marketing Study Program. Faculty of Economics. State University of Jakarta. This research is analyze the influence of brand image on customer purchase intention Chatime product. The data which is used in this research is primary data, collected from spreading one hundred questionnaires to Chatime’s consumers. This research use non-probability sampling and linier regression analysis in cultivating data. From the result of this research, known that brand imageinfluence on customer purchase intention. Which is showing by value of R Square is 0.254 (25.4%), while 74.6% is influence by other factors. In this research, also known that brand image havepositive and significant influence to customer purchase intention. Thus, the result of the research is relevant and at the same time supports the theory of customer purchase intention. . Keywords: Brand Image, Customer Purchase Intention, and Regression Analysis

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