Jonathan, Ezra (2016) PENGARUH BRAND IMAGE, PRODUCT QUALITY DAN COUNTRY OF ORIGIN TERHADAP PURCHASE INTENTION SMARTPHONE DI JAKARTA. Skripsi thesis, UNIVERSITAS TARUMANAGARA.
Preview |
Text
Ezra Jonathan 115120210 JA.pdf Download (625kB) | Preview |
Abstract
The purposes of this study are: First, to explore the effect among
brand image, product quality, and country of origin on purchase intention
smartphone user. Second, to explore the effect among brand image, product
quality, and country of origin on purchase intention Apple user. Third, to
explore the effect among brand image, product quality, and country of origin
on purchase intention Samsung user. The population of this research were
consumers of Apple and Samsung smartphone in Jakarta. The non-
probabilistic convenience sampling method was used in this research. The
method of data collection was conducted by distributing questionnaires to
200 respondents which separated into 100 questionnaires for Apple user
and 100 questionnaires for Samsung user. The technique of data analysis
used was the multiple regression analysis. The results are: (a) the effect
between brand image, product quality, and country of origin only
significant on brand image and product quality toward purchase intention for
smartphone user; (b) the effect between brand image, product quality, and
country of origin only significant on brand image and product quality toward
purchase intention for Apple user (c) the effect between brand image, product
quality, and country of origin have a significant and positive effect toward
purchase intention for Samsung user.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 12 May 2023 06:22 |
| Last Modified: | 12 May 2023 06:22 |
| URI: | http://untar.idwordpres.com/id/eprint/39705 |
Actions (login required)
 |
View Item |