PENGARUH BRAND AWARENESS, BRAND TRUST DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION TIAN LONG BIRD NEST

Nilawati, Nilawati (2024) PENGARUH BRAND AWARENESS, BRAND TRUST DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION TIAN LONG BIRD NEST. Skripsi thesis, Universitas Tarumanagara.

Text Nilawati 115210354 JA.pdf Download (2MB)

Abstract

ABSTRAK:
Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand trust, dan perceived quality terhadap purchase intention produk sarang burung walet Tian Long Bird Nest. Medode penelitian yang diterapkan dalam penelitian ini adalah metode kuantitatif, teknik pengambilan sampel nonprobability sampling dengan teknik convenience sampling. Pengumpulan data penelitian dilakukan dengan membagikan kuesioner yang berinstrumen skala likert. Data diperoleh dari 162 responden dengan sebanyak 157 responden yang valid. Selanjutnya diolah dengan metode analisis data Partial Least Square – Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan brand awareness positif signifikan, brand trust positif signifikan, serta perceived quality positif signifikan terhadap purchase intention.
Kata Kunci: Brand Awareness, Brand Trust, Perceived Quality, Purchase Intention, sarang burung walet

Abstract:
This study aims to determine the influence of brand awareness, brand trust, and perceived quality on purchase intention of Tian Long Bird Nest edible bird’s nests. The research employs a quantitative method, using non-probability sampling technique by convenience sampling. Data collection was conducted by distributing questionnaires in Likert scale as the instrument. Data were obtained from 162 respondents, with 157 valid responses. Datas were processed using the Partial Least Square – Structural Equation Modeling (PLS-SEM) method by SmartPLS 4. The results show that brand awareness, brand trust, and perceived quality has a positive and significant effect towards purchase intention.
Keyword: Brand Awareness, Brand Trust, Perceived Quality, Purchase Intention, edible bird’s nest

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	05 Jun 2025 07:18
Last Modified:	05 Jun 2025 07:18
URI:	https://repotest.untar.ac.id/id/eprint/46973

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