PENGARUH BRAND KNOWLEDGE TERHADAP PURCHASE DECISION DENGAN BRAND RELATIONSHIP SEBAGAI VARIABEL INTERVENING (KASUS: PAKAIAN DALAM PRIA MEREK RIDER, JAKARTA)

HANDIMAN, UNANG TOTO (2019) PENGARUH BRAND KNOWLEDGE TERHADAP PURCHASE DECISION DENGAN BRAND RELATIONSHIP SEBAGAI VARIABEL INTERVENING (KASUS: PAKAIAN DALAM PRIA MEREK RIDER, JAKARTA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study is to develop a comprehensive model by measuring the influence of brand knowledge on purchase decisions with brand relationships as an intervening variable. The research is implementing descriptive research design using survey methods. Convinient sampling is used as sampling technique. These researchers used structural equation modeling - Lisrel to test the significance of the overall model and the specified path. The findings indicate the brand awareness has no significant effect on brand satisfaction and brand trust. Brand awarenss does not have a significant effect on current purchase and future purchase. Brand image has a significant influence on current purchase and future purchase. Brand image has a significant influence on brand satisfaction and brand trust. Brand satisfaction does not have a significant effect on brand attachments, but brand trust has a significant influence on brand attachments. Brand attachments have a significant influence on current purchase and have a significant effect on future purchase. Current purchases have a significant effect on future purchase. Keyword: Brand knowledge, brand relationship, brand awareness, brand image, brand satisfaction, brand trust, brand attachment, current purchase, and future purchase. Tujuan dari penelitian ini adalah untuk mengembangkan model yang komprehensif dengan mengukur pengaruh brand knowledge terhadap purchase decision dengan brand relationship sebagai variable intervening. Penelitian ini menerapkan desain penelitian deskriptif dengan menggunakan metode survei. Pengambilan sampel menggunakn convinient sampling sebagai teknik pengambilan sampel. Penelitian ini menggunakan pendekatan model persamaan struktural (structural equation modeling) – Lisrel untuk menguji pengaruh signifikansi dari keseluruhan model dan jalur yang telah ditentukan sebelumnya. Temuan menunjukkan bahwa brand awareness tidak berpengaruh signifikan terhadap brand satisfaction dan brand trust. Brand awarenss tidak berpengaruh signifikan terhadap current purcahse dan future purchase. Brand image memiliki pengaruh signifikan terhadap current purchase dan future purchase. Brand image memiliki memiliki pengaruh signifikan terhadap brand satisfaction dan brand trust. Brand satisfaction tidak berpengaruh signifikan terhadap brand attachment tetapi brand trust memiliki pengaruh signifikan terhadap brand attachment. Brand attachment memiliki pengaruh signifikan pada current purchase dan memiliki pengaruh signifikan pada future purchase. Current purchase berpengaruh signifikan terhadap future purchase. Kata kunci: Brand knowledge, brand relationship, brand awareness, brand image, brand satisfaction, brand trust, brand attachment, current purchase, and future purchase

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 297
Call Number: TM/51/19/025
NIM/NIDN Creators: 55116120179
Uncontrolled Keywords: Brand knowledge, brand relationship, brand awareness, brand image, brand satisfaction, brand trust, brand attachment, current purchase, and future purchase
Subjects: 700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera
700 Arts/Seni, Seni Rupa, Kesenian > 770 Photography and Photographs/Seni Fotografi dan Foto > 771 Techniques and Procedures/Teknik Seni Fotografi dan Foto, Prosedur Seni Fotografi dan Foto > 771.3 Cameras and Accessories/Kamera dan Asesoris Kamera > 771.31 Specific Makes Brands of Cameras/Pembuatan Merek Kamera
Divisions: Pascasarjana > Magister Manajemen
Depositing User: ELMO ALHAFIIDH PUTRATAMA
Date Deposited: 29 Sep 2023 02:41
Last Modified: 29 Sep 2023 02:41
URI: http://repository.mercubuana.ac.id/id/eprint/81595

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