Pengaruh citra merek, harga, dan kepercayaan terhadap niat pembelian produk batik danar hadi di surabaya

Ghozali, Ghozali (2018) Pengaruh citra merek, harga, dan kepercayaan terhadap niat pembelian produk batik danar hadi di surabaya. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Purpose of this study is to determine the effect of independent variables such as brand image, price and trust on the dependent variable of purchase intention at Batik Danar Hadi in Surabaya. This research is associative quantitative research which data came from sum of 104 respondents and measured with Likert scale. Calculation technique in data analysis is multiple regression analysis. The result show that brand image has significant effect to purchase intention because it has tcount of 3,161 with significance level of 0,002 (p <0,05). Price has significant effect to purchase intention because it has tcount of 2,929 with significance 0,004 (p <0,05). Trust has a significant effect on purchasing intention because tcount is 2,132 with significance level of 0,035 (p <0,05). Together brand image, price and trust significantly influence purchase intention as much as 26.9%. This effect is significant because Fcount is 12,240 with significance level of 0.000 (p <0,05). Keywords: Purchase Intention, Brand Image, Price, Trust, Danar Hadi

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan STIE Perbanas Surabaya
Date Deposited: 26 Oct 2018 03:05
Last Modified: 26 Oct 2018 03:05
URI: http://eprints.perbanas.ac.id/id/eprint/3518

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