Pengaruh product quality dan brand image terhadap purchase intention pada sabun lifebouy di DKI Jakarta melalui brand trust

Monica, Shinta (2024) Pengaruh product quality dan brand image terhadap purchase intention pada sabun lifebouy di DKI Jakarta melalui brand trust. Skripsi thesis, Universitas Tarumanagara.

Text Shinta Monica 115210290 JA.pdf Download (2MB)

Abstract

Abstract:
This study aims to test Product Quality and Brand Image on Purchase Intention on Lifebuoy soap in KI Jakarta through Brand Trust. The sample used in this study was 200 samples who live in DKI Jakarta and know Lifebuoy soap. Data were obtained through questionnaires distributed through social media with non-probability sampling and convenience sampling techniques. Data processing in this study used SmartPLS version 4. The results of the study indicate that a) Product Quality has an effect on Purchase Intention b) Brand Image has an effect on Purchase Intention c) Product Quality has an effect on Brand Trust d) Brand Image has an effect on Brand Trust e) Brand Trust has no effect on Purchase Intention f) Product Quality has no effect on Purchase Intention through Brand Trust g) Brand Image has no effect on Purchase Intention through Brand Trust.

Abstrak:
Penelitian ini bertujuan untuk menguji Product Quality dan Brand Image terhadap Purchase Intention pada sabun Lifebuoy di DKI Jakarta melalui Brand Trust. Sampel yang digunakan dalam penelitian ini adalah
200 sampel yang tinggal di DKI Jakarta dan mengetahui sabun Lifebuoy. Data diperoleh melalui kuesioner yang disebarkan melalui media sosial dengan teknik non-probability sampling dan convenience sampling. Pengolahan data pada penelitian ini menggunakan SmartPLS versi 4. Hasil penelitian menunjukkan bahwa a) Product Quality berpengaruh terhadap Purchase Intention b) Brand Image Berpengaruh terhadap Purchase Intention c) Product Quality berpengaruh terhadap Brand Trust d) Brand Image berpengaruh terhadap Brand Trust e) Brand Trust tidak berpengaruh terhadap Purchase Intention f) Product Quality tidak berpengaruh terhadap Purchase Intention melalui Brand Trust g) Brand Image tidak berpengaruh terhadap Purchase Intention melalui Brand Trust.

Item Type:	Thesis (Skripsi)
Subjects:	Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi
Divisions:	Fakultas Ekonomi > Manajemen
Depositing User:	FE Perpus
Date Deposited:	24 Jun 2025 02:02
Last Modified:	24 Jun 2025 02:02
URI:	https://repotest.untar.ac.id/id/eprint/47328

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