ANITA, APRI (2019) PENGARUH BRAND AWARENESS DAN PRODUCT KNOWLEDGE TERHADAP INTENTION TOWARDS ISLAMIC BANKING DENGAN ATTITUDE SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The purpose of the research to test whether the brand awareness and product knowledge affect the intention towards Islamic banking with attitude as intervening variable The object of research is the people of West Jakarta who have never used or save in sharia banks. This research was conducted on 85 respondents by using survey technique with questionnaires distribution tools. This type of research is quantitative causal, with non probability purposive type. The data instrument uses SEM statistical method of SmartPLS software version 3.0. The results of this research show that either partially, brand awareness variables affect the attitude. The variable of product knowledge influence to attitude and attitude variable influence to intention Keyword : Brand Awareness, Product Knowledge, Attitude and Intention Tujuan Penelitian ini adalah untuk menguji apakah brand awareness dan product knowledge berpengaruh terhadap intention towards Islamic banking dengan attitude sebagai variabel intervening Objek penelitian ini adalah masyarakat Jakarta Barat yang belum pernah menggunakan atau menabung pada bank syariah. Penelitian ini dilakukan terhadap 85 responden dengan menggunakan teknik survey dengan alat penyebaran kuesioner. Jenis penelitian ini adalah kuantitatif kausal, dengan jenis non probability purposive. Instrumen data menggunakan metode statistik SEM software SmartPLS versi 3.0. Hasil penelitian ini menunjukkan bahwa secara parsial, variabel brand awareness berpengaruh terhadap attitude. Variabel product knowledge berpengaruh terhadap attitude dan variabel attitude berpengaruh terhadap intention. Kata kunci : Brand Awreness, Product Knowledge, Attitude dan Intention
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