SKRIPSI MBS

"Pengaruh Kesadaran Merek Dan Persepsi Kualitas Terhadap Niat Beli Dum Dum Thai Tea Dengan Sikap Merek Sebagai Variabel Mediasi Pada Masyarakat Solo Raya"

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ABSTRACT

xi

This study aims to determine the effect of brand awareness and perceived
quality on purchase intention of dum dum thai tea with brand attitude as a
mediating variable in the Solo Raya community. This study uses quantitative
research methods with kueisoner as data collection material which is analyzed with
the help of SPSS version 23 software. The sample in this study amounted to 100
respondents.
The results of this study indicate that brand awareness has a positive effect
on brand attitude variables. Perception of quality has a positive effect on brand
attitude, brand attitude has a positive effect on purchase intention. Brand
awareness has a positive effect on purchase intention. Perceptions of quality have
a positive effect on purchase intention. Brand awareness has a positive effect on
purchase intention with brand attitude as a mediating variable. Perception of
quality has a positive effect on purchase intention with brand attitude as a
mediating variable.
From the analysis, it is known that 67% of the purchase intention of Dum
Dum Thai Tea can be explained by the variables of brand awareness and perceived
quality and brand attitude. While the remaining 33% is influenced by other
factors not included in this study.
Keywords: brand awareness, perceived quality, brand attitude, purchase intention

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Ketersediaan

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Informasi Detail

Judul Seri

-

No. Panggil

2X6.3 ALM p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 115 halaman

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2X6.3

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Almira Ade Ramadhanti

Versi lain/terkait

Lampiran Berkas

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