Nasrullah, Zulfiyan (2024) Pengaruh Citra Merek, Kesadaran Merek, Serta Sikap Konsumen Terhadap Niat Pembelian Produk Uniqlo Pada Generasi Z Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine the effect of Brand Image, Brand Awareness, and Consumer Attitudes on the Purchase Intention of Uniqlo Products for generation Z in Surabaya. In addition, this study also examines the effect of Quality of Life on Purchasing Behavior. This study conducted a survey of Uniqlo customers to test the proposed relationship. To analyze the data, this study used structural equation modeling. The results of this study indicate First, brand image, brand awareness, consumer attitudes simultaneously have a significant effect on purchase intention. Second, Brand image partially has no significant effect on purchase intention. Which means that the good or bad brand image of a product does not affect consumer buying intentions. Third, brand awareness partially has a significant positive effect on purchase intention. Which means that brand awareness is able to make consumer purchasing power so that buying interest in a product increases Where it affects purchase intention. Finally, consumer attitudes partially have no significant negative effect on purchase intention, meaning that the high and low level of a person's liking for a product that expresses the attitude of a consumer has no effect on purchase intention. Keywords: Brand Image, Brand Awareness, Consumer Attitudes, Product Purchase Intentions, Generation Z
| 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: | ZULFIYAN NASRULLAH |
| Date Deposited: | 25 Jun 2024 08:11 |
| Last Modified: | 25 Jun 2024 08:11 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12458 |
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