ANALISIS PENGARUH KESADARAN MEREK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE BAGI MAHASISWA MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA

RIZKY ADITYA PUTRA, . (2020) ANALISIS PENGARUH KESADARAN MEREK DAN CITRA MEREK TERHADAP MINAT BELI SMARTPHONE IPHONE BAGI MAHASISWA MANAJEMEN FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Kesadaran Merek terhadap minat beli, Citra Merek terhadap minat beli., Metode pengumpulan data menggunakan metode survei dengan instrumen berupa kuesioner..,Objek penelitian ini adalah 200 responden yang memiliki dan menggunakan smartphone dengan merek selain iPhone yang berkuliah di prodi Manajemen Fakultas Ekonomi Universitas Negeri Jakarta. Analisis data menggunakan SPSS versi 22, untuk mengolah dan menganalisis data hasil penelitian. Hasil pengujian dari hipotesis menunjukkan: 1) Kesadaran Merek berpengaruh signifikan terhadap minat beli, 2) Citra Merek berpengaruh signifikan terhadap Minat Beli. Kata Kuncl: Kesadaran Merek, citra merek, minat beli, smartphone. The purpose of this study was to analyze the effect of Brand Awareness on Purchase Intention, Brand Image on Purchase Intention. Method of collecting data uses a survey method with an instrument in the form of a questionnaire. The objects of this study were 200 respondents who owned and used smartphones with brands other than iPhones, who were studying at the Management Study Program at the Faculty of Economics, State University of Jakarta. Data analysis uses SPSS version 22. to process and analyze research data. Hypothesis testing results indicates: 1) Brand Awareness has a significant effect on Purchase Intention, 2) Brand Image has a significant effect on purchase intention. Keywords: Brand awareness, brand image, purchase intention, smartphone

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dra. Basrah Saidani, M.Si 2) Rahmi, SE., M.S.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Users 1514 not found.
Date Deposited:	26 Mar 2020 13:58
Last Modified:	26 Mar 2020 13:58
URI:	http://repository.unj.ac.id/id/eprint/5265

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