PENGARUH BRAND IMAGE, BRAND EXPERIENCE, DANBRAND TRUST TERHADAP PURCHASE INTENTION PRODUK HELM KYT DI JAKARTA

Wynola, Aurelia (2024) PENGARUH BRAND IMAGE, BRAND EXPERIENCE, DANBRAND TRUST TERHADAP PURCHASE INTENTION PRODUK HELM KYT DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) AURELIA WYNOLA 115210470
(B) THE INFLUENCE OF THE BRAND IMAGE, BRAND EXPERIENCE, AND
BRAND TRUST ON THE DECISION TO PURCHASE INTENTION THE KYT
PRODUCTS IN JAKARTA.
(C) xvi + 68 Pages + 23 Tables + 7 Pictures + 3 Attachments
(D) Marketing Management
(E) Abstract: This study aims to empirically examine the effect of brand image,
brand experience and brand truston the decisionto purchase intentention the kyt
products in Jakarta. In carrying out this research, the research method used is
descriptive quantitative with purposive sampling method. Sampling was carried
out randomly by distributing questionnaires via Google Form according to the
required respondent criteria, and 106 respondents were obtained who were
customers or someone who wears a kyt helmet in Jakarta area. Data processing
techniques were carried out using Smart-PLS 4.0 software with structural
equation modeling (SEM). The results of this study indicate that brand image,
brand experience, and brand trust are positive and significant effect on purchase
intention.
(F) Keywords: Brand Image, Brand Experience, Brand Trust, Purchase Intention.
(G) References (1997 - 2024)
(H) Dr. Frangky Selamat, SE., M.M.

(A) Aurelia Wynola 115210470
(B) PENGARUH BRAND IMAGE, BRAND EXPERIENCE, DAN BRAND TRUST
TERHADAP PURCHASE INTENTION PRODUK HELM KYT DI JAKARTA
(C) xvi + 68 Halaman + 23 Tabel + 7 Gambar + 3 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menguji secara empiris pengaruh citra
merek, pengalaman merek dan kepercayaan merek terhadap niat beli produk kyt
di Jakarta. Dalam melakukan penelitian ini, metode penelitian yang digunakan
adalah deskriptif kuantitatif dengan metode purposive sampling. Pengambilan
sampel dilakukan secara acak dengan menyebarkan kuesioner melalui Google
Form sesuai dengan kriteria responden yang dibutuhkan, dan diperoleh 106
responden yang merupakan pelanggan atau seseorang yang memakai helm kyt
di wilayah Jakarta. Teknik pengolahan data dilakukan dengan menggunakan
software Smart-PLS 4.0 dengan structural equation modeling (SEM). Hasil dari
penelitian ini menunjukkan bahwa citra merek, pengalaman merek, dan
kepercayaan merek berpengaruh positif dan signifikan terhadap minat beli.
(F) Kata Kunci: Citra Merek, Pengalaman Merek, Kepercayaan Merek, Keputusan
Pembelian.
(G) Daftar Acuan (1997 - 2024)
(H) Dr. Frangky Selamat, SE., M.M.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	10 Jun 2025 02:06
Last Modified:	10 Jun 2025 02:06
URI:	https://repotest.untar.ac.id/id/eprint/46995

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