PENGARUH PRICE PERCEPTION, BRAND IMAGE, BRAND TRUST, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION EMAS ANTAM DI JAKARTA BARAT

Gian, Gabriel Christian (2024) PENGARUH PRICE PERCEPTION, BRAND IMAGE, BRAND TRUST, DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION EMAS ANTAM DI JAKARTA BARAT. Skripsi thesis, Universitas Tarumanagara.

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Abstract

(A) GABRIEL CHRISTIAN GIAN (115210108)
(B) THE INFLUENCE OF PRICE PERCEPTION, BRAND IMAGE, BRAND
TRUST, AND BRAND AWARENESS ON PURCHASE INTENTION OF
ANTAM GOLD IN WEST JAKARTA
(C) XVI + 79 Pages, 24 Tables, 8 Pictures, 20 Attachments
(D) MARKETING MANAGEMENT
(E) Abstract: This study aims to analyze the influence of price perception, brand
image, brand trust, and brand awareness on consumers' purchase intention
for ANTAM gold products in West Jakarta. Purchase intention is affected
by consumers’ perception of price, brand image, trust, and awareness of
ANTAM, a leading precious metal producer in Indonesia. This quantitative
research uses a descriptive design and purposive sampling method with 100
respondents who meet the study criteria. Data were collected through an
online questionnaire, and the analysis was conducted using Partial Least
Squares Structural Equation Modeling (PLS-SEM) to test the relationships
between variables. The results indicate that all four independent variables
price perception, brand image, brand trust, and brand awareness positively
and significantly affect purchase intention, with brand awareness having
the strongest influence.
(F) Price perception, Brand image, Brand trust, Brand awareness, Purchase
intention
(G) References 30 (1991-2024)
(H) Prof., Ir. Carunia Mulya Firdausy M.ADE., Ph.D.

(A) GABRIEL CHRISTIAN GIAN (115210108)
(B) PENGARUH PRICE PERCEPTION, BRAND IMAGE, BRAND TRUST,
DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION
EMAS ANTAM DI JAKARTA BARAT
(C) XVI + 79 Halaman, 24 Tabel, 8 Gambar, 20 Lampiran
(D) MANAJEMEN PEMASARAN
(E) Abstrak: Penelitian ini bertujuan untuk menganalisis pengaruh price
perception, brand image, brand trust, dan brand awareness terhadap
purchase intention konsumen pada produk Emas Antam di Jakarta Barat.
Dengan metode kuantitatif, penelitian ini mengumpulkan data melalui
kuesioner daring yang diisi oleh 100 responden yang memenuhi kriteria.
Analisis dilakukan menggunakan Partial Least Squares Structural
Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa price
perception, brand image, brand trust, dan brand awareness memiliki
pengaruh positif signifikan terhadap purchase intention, dengan brand
awareness sebagai faktor yang paling kuat memengaruhi niat beli.
(F) Price perception, Brand image, Brand trust, Brand awareness, Purchase
intention
(G) Referensi 30 (1991-2024)
(H) Prof., Ir. Carunia Mulya Firdausy M.ADE., Ph.D.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	12 Jun 2025 04:17
Last Modified:	12 Jun 2025 04:17
URI:	https://repotest.untar.ac.id/id/eprint/47135

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