Khoiriyawati, Putri (2017) Pengaruh Sikap Merek, Citra Merek, dan Risiko yang Dirasakan Terhadap Niat Beli Minuman Pulpy Orange di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
This study aims to determine the effect of Brand Attitudes, Brand Image, and the Perceived Risk on product toward purchase intention of beverage named Pulpy Orange in Surabaya. This study is a quantitative one so questionnaires remain as data source. Samples are some of Pulpy Orange consumers selected through purposive technique or by judgment sampling method. The questionnaire was distributed to 130 respondents. Data were analyzed by Structural Equation Model Analysis (SEM) of AMOS 22.0 program. This research shows that Brand image has standardized regression weight of 0,527 toward brand image with value of C.R equals to 3,506 and p value is 0.000 (p < 0,05) so that Brand image has significant effect toward Brand Attitude. Brand image has standardized regression weight of -0.190 toward perceived risk with value of C.R of -1.539 and p value of 0.125 (p < 0.05) so that Brand Image has no significant effect toward perceived risk. The perceived risk has standardized regression weight of -0.439 toward purchase intention with value of C.R of -4.156 and pvalue of 0.000 (p <0.05) so that perceived risk has significant effect toward purchase intention. Brand image has standardized regression weight of 0,510 toward purchase intention with value of C.R equals to 3,240 supported by p value of 0,001 (p <0,05) so that brand image have significant effect toward purchase intention. Brand attitudes have standardized regression weight of 0.350 to purchase intention with value of C.R of 2.517 and p-value of 0.012 (p <0.05) so that brand attitudes have a significant effect on the purchase intention on Pulpy Orange. Keywords: Brand Attitude, Brand Image, Perceived Risk, purchase intention, Pulpy Orange.
| 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: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 15 Jan 2020 06:19 |
| Last Modified: | 15 Jan 2020 06:19 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/6188 |
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