Search for collections on Perbanas Institutional Repository

Pengaruh Kredibilitas Merek, Sikap Merek dan Sensitivitas Harga Terhadap Niat Beli Kopi ABC di Surabaya

Putra, Firmandiansyah Rachman (2017) Pengaruh Kredibilitas Merek, Sikap Merek dan Sensitivitas Harga Terhadap Niat Beli Kopi ABC di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.

[img]
Preview
Text
ARTIKEL ILMIAH.pdf

Download (1MB) | Preview
[img]
Preview
Text
COVER.pdf

Download (1MB) | Preview
[img]
Preview
Text
BAB I.pdf

Download (588kB) | Preview
[img]
Preview
Text
BAB II.pdf

Download (646kB) | Preview
[img] Text
BAB III.pdf
Restricted to Registered users only

Download (760kB)
[img] Text
BAB IV.pdf
Restricted to Registered users only

Download (1MB)
[img]
Preview
Text
BAB V.pdf

Download (592kB) | Preview
[img] Text
LAMPIRAN.pdf
Restricted to Registered users only

Download (2MB)

Abstract

This study aims to determine The impact of Brand Credibility, Brand Attitude and Price sensitivity on Purchase Intention of Coffe ABC in Surabaya. This research is a research based on the quantitative approach, because the variables are causal, data are numbers and analyzed through such a statistical method. The source of main data of this study consists of questionnaires measured by Likert scale and distributed to as many as 130 consumers of coffee ABC in Surabaya. Samples determined with a judgment sampling technique based on Non-Probability sampling category. Research data then analyzed by technique of structural equation model (SEM) using AMOS 22.0 program. The results show that Brand credibility has no significant effect toward brand attitude because its effect has a p value of 0276 (p  0.05). Brand credibility has significant effect toward purchase intention because its influence has p value of 0.028 (p < 0.05). Price sensitivity has no significant effect toward Purchase intention because its effect has a p value of 0.457 (p <0.05). The Brand attitude has no significant effect toward purchase intention because its effect has a p value of 0.877 (p  0.05). Keywords: Brand credibility, Brand attitude, Price sensitivity, Purchase intention, coffee ABC

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 10 Jan 2020 03:33
Last Modified: 10 Jan 2020 03:33
URI: http://eprints.perbanas.ac.id/id/eprint/5965

Actions (login required)

View Item View Item