PENGARUH BRAND IMAGE, LIFESTYLE DAN COUNTRY OF ORIGIN TERHADAP PURCHASE INTENTION SEPEDA POLYGON

ADLI, TASLIMUL (2022) PENGARUH BRAND IMAGE, LIFESTYLE DAN COUNTRY OF ORIGIN TERHADAP PURCHASE INTENTION SEPEDA POLYGON. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the effect of Brand Image, Lifestyle, and Country of Origin on Purchase Intention of Polygon Bikes. The population in this study are Polygon bicycle users in DKI Jakarta who have never bought Polygon products. In this study, the sampling method used was non-probability sampling. And the type of non-probability sampling used is purposive sampling technique. The minimum sample that researchers will use is 140 respondents. Methods of data collection using survey methods, with the research instrument is a questionnaire. Data analysis method using Partial Least Square. The results of this study indicate that brand image has no positive and significant effect on purchase intention of Polygon bicycles. Lifestyle and country of origin have a positive and significant effect on purchase intention of Polygon bicycles. Keywords: Brand Image, Lifestyle, Country of Origin, Purchase Intention Penelitian ini bertujuan untuk menguji pengaruh Brand Image, Lifestyle, dan Country of Origin terhadap Purchase Intention Sepeda Polygon. Populasi dalam penelitian ini adalah pengguna sepeda Polygon di DKI Jakarta yang belum pernah membeli produk Polygon. Dalam penelitian ini sampling yang peneliti gunakan adalah metode pengambilan nonpropabilty sampling. Dan jenis nonpropabilty sampling yang digunakan adalah Teknik purposive sampling. Sampel minimal yang peneliti gunakan adalah 140 responden. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial least Square. Hasil penelitian ini menunjukkan bahwa brand image tidak berpengaruh positif dan signifikan terhadap purchase intention sepeda Polygon. Lifestyle dan country of origin berpengaruh positif dan signifikan terhadap purchase intention sepeda Polygon. Kata Kunci: Brand Image, Lifestyle, Country of Origin, Purchase Intention

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 460
NIM/NIDN Creators: 43118010312
Uncontrolled Keywords: Brand Image, Lifestyle, Country of Origin, Purchase Intention
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 13 Feb 2023 07:27
Last Modified: 13 Feb 2023 07:27
URI: http://repository.mercubuana.ac.id/id/eprint/74063

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