Hidayat, Mochamad Syarif (2026) Pengaruh Pengetahuan Merek, Kepuasan, Dan Kepercayaan Merek Terhadap Minat Beli Konsumen Pada Kopi Keliling Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to analyze the effect of knowledge, customer satisfaction, and brand trust on purchase intention among mobile coffee consumers in Surabaya. This study uses a quantitative approach with a causal design to examine the relationship between variables through statistical analysis. The data used are primary data obtained through an online questionnaire distributed using purposive sampling to consumers who have purchased mobile coffee in Surabaya. Data analysis uses Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results show that all variables, namely brand trust, knowledge, and satisfaction, have a positive and significant effect on purchase intention. Among these variables, brand trust has the most dominant effect, followed by knowledge and satisfaction. This indicates that higher levels of trust, knowledge, and satisfaction increase consumers’ tendency to make purchases. In addition, the model has good explanatory and predictive ability in explaining the variation of purchase intention
| 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: | MOCHAMAD SYARIF HIDAYAT |
| Date Deposited: | 06 May 2026 04:50 |
| Last Modified: | 06 May 2026 04:50 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14312 |
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