Muztahid, Muhammad Sifaul (2017) PENGARUH PERSEPSI KUALITAS, CITRA MEREK, DAN NILAI EMOSIONAL TERHADAP NIAT BELI TAS RANSEL CONSINA. S1 thesis, Universitas Negeri Jakarta.
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Abstract
Muh. Sifaul Muztahid, 2017; The Influence of Perceived Quality, Brand Image and Emotional Value Toward Purchase Intention of Backpack Consina. Thesis, Jakarta: Marketing Management Concentration, Management Study Program, epartment of Management, Faculty of Economics, State University of Jakarta. Advisory: Dra. Basrah Saidani, M.Si & Andrian Haro, S.Si M.M This study was conducted to determine the descriptive and empirical impact of perceived quality, brand image and emotional value toward purchase intention.The object of this research was 200 respondents of backpack users in East Jakarta. Methods of data collection using survey methods. Data analysis using SPSS version 20 to process and analyze the research data. The results of descriptive test explained that perceived quality, brand image and emotional value of backpack Consina is good according most respondents answer, so they have quite high purchase intention. The hypothesis test shows; (1) perceived quality has positive and significant effect on purchase intention (2) brand image has positive and significant effect on purchase intention; (3) emotional value has positive and significant effect on purchase intention; (4) perceived quality, brand image and emotional value have simultaneous effect on purchase intention. Keywords: preceived quality, brand image, emotional value, purchase intention
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | Pembimbing I: Dra. Basrah Saidani, M.Si Pembimbing II: Andrian Haro, S.Si M.M |
| Subjects: | Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade) |
| Divisions: | Fakultas Ekonomi > S1 Manajemen |
| Depositing User: | Users 39 not found. |
| Date Deposited: | 07 Jan 2018 15:53 |
| Last Modified: | 07 Jan 2018 15:53 |
| URI: | http://repository.fe.unj.ac.id/id/eprint/2348 |
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