PENGARUH BRAND IMAGE, TRUST, PERCEIVED QUALITY DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION STUDI KASUS PADA PENGGUNA ROKOK ELEKTRIK (VAPE) DI DKI JAKARTA

REYNALDI BAGAS KRISNA MUKTI, . (2023) PENGARUH BRAND IMAGE, TRUST, PERCEIVED QUALITY DAN PERCEIVED PRICE TERHADAP PURCHASE INTENTION STUDI KASUS PADA PENGGUNA ROKOK ELEKTRIK (VAPE) DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah meneliti pengaruh dari brand image, trust, perceived quality dan perceived price terhadap purchase intention rokok elektrik (vape) merek HexOhm. Penelitian ini merupakan penelitian yang bersifat kuantitatif. Data primer dikumpulkan dengan menyebarkan kuesioner kepada 255 responden berusia 18-44 tahun yang merokok dan tertarik menggunakan vape yang berada di DKI Jakarta dengan menggunakan metode non-probability sampling dengan jenis purposive sampling. Hasil analisis data primer dilakukan dengan metode Struktural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa terdapat pengaruh positif pada brand image terhadap trust, perceived quality dan percieved price. Selanjutnya terdapat pengaruh positif perceived price terhadap purchase intention. Kemudian trust dan perceived quality tidak memiliki pengaruh terhadap purchase intention. *** The purpose of this study was to examine the effect of brand image, trust, perceived quality and perceived price on the purchase intention of the HexOhm brand electric cigarette (vape). This research is a quantitative research. Primary data was collected by distributing questionnaires to 255 respondents aged 18-44 years who smoke and are interested in using vape in DKI Jakarta using the non-probability sampling method with purposive sampling. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The results showed that there was an influence on brand image on trust, perceived quality and perceived price. Furthermore, there is the influence of perceived price on purchase intention. Then trust and perceived quality have no influence on purchase intention. Keywords: brand image; perceived price; perceived quality; purchase intention; trust

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Rahmi, S.E., M.S.M
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 20173 not found.
Date Deposited:	06 Sep 2023 02:22
Last Modified:	06 Sep 2023 02:22
URI:	http://repository.unj.ac.id/id/eprint/41393

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