IQBAL, MOHAMMAD (2024) PENGARUH CITRA MEREK, KEPERCAYAAN DAN KECINTAAN MEREK TERHADAP MINAT BELI (Studi Pada Mobil Honda Brio Dealer Mugen Puri). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This research aims to examine the influence of brand image, trust and brand love on purchase intention for the Honda Brio. This research uses SEM data analysis methods and data processing using PLS 4.0. The population is people who have never bought a Honda Brio car at the Mugen Puri Honda Dealer. In this research, the sampling technique used purposive sampling. The data collection method uses a survey method. The variables in this research are brand image, brand trust and love as the independent variable and purchase interest as the dependent variable. The results of this research state that the brand image variable has a positive and significant effect on buying interest, trust has a positive and significant effect on buying interest, and brand love has a positive and significant effect on buying interest. Penelitian ini bertujuan untuk menguji pengaruh dari citra merek, kepercayaan dan kecintaan merek terhadap minat pembelian Honda Brio. Penelitian ini menggunakan tabel metode analisis data SEM dan pengolahan data menggunakan PLS 4.0. Populasinya masyarakat yang belum pernah membeli mobil Honda Brio pada Dealer Honda Mugen Puri. Dalam penelitian ini teknik pengambilan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survey. Variabel dalam penelitian ini adalah citra merek, kepercayaan dan kecintaan merek sebagai variabel indenpenden dan minat beli sebagai variabel dependen. Hasil penelitian ini menyatakan bahwa variabel citra merek berpengaruh positif dan signifikan terhadap minat beli, kepercayaan berpengaruh positif dan signifikan terhadap minat beli, dan kecintaan merek berpengaruh positif dan signifikan terhadap minat beli.
| Item Type: | Thesis (S1) |
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| Call Number CD: | FE/MJ. 24 282 |
| NIM/NIDN Creators: | 43120120138 |
| Uncontrolled Keywords: | Citra Merek, Kepercayaan, Kecintaan Merek dan Minat Beli. |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | ANANDA NADIRA PUTRI |
| Date Deposited: | 27 Aug 2024 07:04 |
| Last Modified: | 27 Aug 2024 07:04 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/90775 |
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