DETAIL KOLEKSI

Anteseden dari purchase intentions

5.0


Oleh : Agi Persada

Info Katalog

File Jurnal : 00000000000000096393.pdf

Nomor Panggil : 2019_TA_MJ_022150007

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2019

Pembimbing 1 : Kurniawati

Subyek : Reciprocity;Marketing management;Purchase intention

Kata Kunci : reciprocity, corporate image, brand image, purchase intention.


File Repositori
No. Nama File Ukuran (KB) Status
1. 2019_TA_MJ_022150007_Halaman-Judul.pdf 1074.47
2. 2019_TA_MJ_022150007_Bab-1.pdf 684.23
3. 2019_TA_MJ_022150007_Bab-2.pdf 777.52
4. 2019_TA_MJ_022150007_Bab-3.pdf 1033.56
5. 2019_TA_MJ_022150007_Bab-4.pdf 809.29
6. 2019_TA_MJ_022150007_Bab-5.pdf 619.65
7. 2019_TA_MJ_022150007_Daftar-Pustaka.pdf 660.82
8. 2019_TA_MJ_022150007_Lampiran.pdf 1481.68

P Penelitian ini bertujuan untuk menguji dan menganalisis Reciprocity, Corporate image, Brand image, yang mempengaruhi Purchase intention pada pelanggan sepatu olah raga merek Adidas, Nike, atau Reebok. Jumlah responden yang yang diperlukan yaitu sebanyak 130 orang.Metode pengumpulan data menggunakan non-probalbility sampling. Pengujian dilakukan dengan metode Structural Equation Model (SEM). Hasil penelitian ini adalah bahwa terdapat pengaruh positif signifikan Reciprocity terhadap Corporate image. Kemudian Reciprocity terbukti memiliki pengaruh positif signifikan terhadap Purchase Intention. Kemudian tidak terdapat pengaruh positif antara Reciprocity terhadap Brand image. Lalu terdapat pengaruh positif signifikan antara Corporate image terhadap Brand image. Tidak terdapat pengaruh positif antara Corporate image terhadap Purchase intention. Sementara itu terdapat pengaruh positif signifikan antara Brand image terhadap Purchase intention.Penelitian ini memberikan saran agar dapat dilakukan dengan variabel lain seperti Trust , Word of mouth (Lin et al., 2010) dan juga menambahkan mediasi Corporate image kepada penelitian Reciprocity terhadap Brand image (Lee dan Lee, 2018).

T This study aims to teset and analyze Reciprocity, Corporate image, Brand image, on Purchase intention to sports shoes customers brand Adidas, Nike, or Reebok. The numbers of respondents is in accordance to that number 130 people.Data collection method uses non-probablity sampling. The test was carried using the Structural Equatiom Model (SEM) method. The results of this study are that there is a positive effect of Reciprocity on Corporate image. Reciprocity then proven to have a significant positive effect on Purchase Intention. Then there is no positive influence between Reciprocity on Brand image. so proven to have a significant positive effect on Corporate image on Brand image. Then there is no positive influence between Corporate image on Purchase intention. Meanwhile there is a significant positive influence between Brand image on Purchase intention.This research provides suggestions to be done with other variablels such as Trust , Word of mouth (Lin et al., 2010) and also add mediation Corporate image in research Reciprocity on Brand image (Lee dan Lee, 2018).

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