YULISTIA, TIYA (2017) PENGARUH BRAND EQUITY TERHADAP PURCHASE INTENTION PADA PRODUK SMARTPHONE SAMSUNG DIKALANGAN MAHASISWA FAKULTAS PSIKOLOGI UNIVERSITAS MERCU BUANA JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Tujuan dari penelitian ini adalah untuk melihat adanya pengaruh antara brand equity terhadap purchase intention. Subjek yang digunakan dalam penelitian ini adalah mahasiswa Fakultas Psikologi Universitas Mercu Buana Jakarta dengan jumlah populasi 527 mahasiswa. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah teknik Accidental Sampling. Analisis data menggunakan uji regresi sederhana dengan uji T. Hasil penelitian menyimpulkan bahwa terdapat pengaruh brand equity terhadap purchase intention sebesar 29,2%. Adapun terutama pada dimensi perceived quality, yaitu mempertimbangkan untuk membeli dan ketertarikan untuk mencoba produk.The purpose of this research is to notice the influence between brand equity against purchase intention. The subject that used in this research is student of Faculty of Psychology Mercu Buana University Jakarta with a population of 527 students. The sampling techniques that used in this research is accidental sampling techniques. Data analysis using sample regression test with T test. The research concluded that there is influence of brand equity against the purchase intention of 29.2%. especially on the dimensions of perceived quality, that is consider to buy and interest to try the product.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FP/PSI. 17 093 |
| NIM/NIDN Creators: | 46113010125 |
| Uncontrolled Keywords: | brand equity, purchase intention |
| Subjects: | 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 158 Applied Psychology/Psikologi Terapan > 158.7 Industrial Psychology/Psikologi Industri, Psikologi Perindustrian 700 Arts/Seni, Seni Rupa, Kesenian > 730 Plastic Arts and Sculpture/Seni Plastik dan Seni Patung > 739 Art Metalwork/Seni Logam, Kerajinan Logam > 739.4 Iron Art Works/Seni Logam Besi > 739.48 Products/Produk |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | NAJLA |
| Date Deposited: | 30 Mar 2024 03:29 |
| Last Modified: | 30 Mar 2024 03:29 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/87714 |
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