Makari, A. Izzul Chaq (2021) Analisis Hubungan Citra Merek Dan Persepsi Kualitas Terhadap Keputusan Pembelian Dengan Mediasi Niat Membeli Iphone Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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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.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | A. IZZUL CHAQ MAKARIM |
| Date Deposited: | 21 Feb 2023 07:28 |
| Last Modified: | 21 Feb 2023 07:28 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10029 |
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