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PENGARUH HARGA, KUALITAS, DAN RESIKO YANG DIPERSEPSIKAN TERHADAP NIAT PEMBELIAN PRODUK MEREK ALFAMART DI SURABAYA

KUSUMA, ANUGRAH FEBRY (2015) PENGARUH HARGA, KUALITAS, DAN RESIKO YANG DIPERSEPSIKAN TERHADAP NIAT PEMBELIAN PRODUK MEREK ALFAMART DI SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Store brand is a product produced by a store. Store brands are usually produced and given the same label with the name of the store, but there are also several products that labeled different from the name of the store. Purchase intention is a person's attitude at the time of going to buy a product by considering many factors related to the product. Many factors are considered by consumers when buying store brand. Perceiving a product is the first thing thatmade by consumers when assessing products. The purpose of this study was to examine the relationship between perceived price, perceived quality, and perceived risk toward purchase intentions, the object of this research is Alfamart brand products and the research is conducted in Surabava. This research was conducted with the help of questionnaires instrument distributed to 30 respondents as small samples and 100 respondents as big sample that obtained with the judgment sampling method. This study used a statistical method of multiple linear regression, with the SPSS 16.0 statistical tools. The results of this study show that the perceived price and the perceived risk is partially not related with purchase intention, and perceived quality partially is related with purchase intension. While simultaneously the perceived price, perceived quality and the perceived risk is related to the purchase intention. Keywords : Store brand, perceived price, perceived quality, perceived risk, purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.81 - SALES MANAGEMENT
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 18 Apr 2017 07:01
Last Modified: 18 Apr 2017 07:01
URI: http://eprints.perbanas.ac.id/id/eprint/811

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