Hadi, Muhammad Ferdian (2022) Pengaruh Desain Produk, Harga, Gaya Hidup dan Citra Merek Terhadap Niat Beli Produk Baju Merek Erigo di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of product design, price, lifestyle, and brand image on the purchase intention of erigo brand clothing products in Surabaya. This study uses a quantitative approach, which focuses on testing hypotheses using measurable data so that conclusions can be drawn and using a questionnaire as a data source. The sampling technique used in this study used a purposive sampling method. The population in this study are buyers of Erigo brand products who live in the city of Surabaya and have purchased Erigo brand clothing products at least once in the last three months. The analysis technique used in this study was using PLS-SEM using the WarpPLS 7 program. The results showed that product design and significant positive effect on purchase intention, while price and brand image did not have a significant positive effect on pur-chase intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | MUHAMMAD FERDIAN HADI |
| Date Deposited: | 13 Mar 2023 07:41 |
| Last Modified: | 13 Mar 2023 07:41 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10041 |
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