Analisis Pengaruh Kualitas Produk Terhadap Niat Beli Pasta Gigi Pepsodent Herbal yang Dimediasi Oleh Citra Merek

Sekha Yuliarti, Kirana and , Dr. Rini Kuswati, S.E., M.Si (2020) Analisis Pengaruh Kualitas Produk Terhadap Niat Beli Pasta Gigi Pepsodent Herbal yang Dimediasi Oleh Citra Merek. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The purpose of this study was to analyze the effect of product quality on purchase intentions of herbal pepsodent toothpaste mediated by brand image. The research method used is a quantitative method used to examine a particular population or sample. Sampling was carried out by a non-probability method with a total of 150 respondents who had or had never made a purchase on herbal pepsodent toothpaste products. The method of data analysis in this study is the tiered regression analysis that was previously performed by the instrument test, tiered linear test, Goodness Of Fit, t test and the coefficient of determination test. The results showed that (1) product quality had a positive effect on brand image, this was evidenced by the value of t arithmetic> t table value and p-value <0.05 (2) brand image had a negative effect on purchase intention, this was evidenced by the t value <t table value and p-value <0.05. (3) the quality of the product has a positive effect on purchase intention, this is evidenced by the value of t arithmetic> value of t table and p-value <0.05. (4) that brand image does not mediate fully, because the influence of product quality variables on the purchase intention variable does not significantly influence when the brand image variable is regressed together. The results of the analysis show the indirect effect, the value of BootLLCI = -0.2279 and BootULCI = 0.0235 above 0, then the brand image variable is proven to not mediate.

Item Type:	Karya ilmiah (Skripsi)
Uncontrolled Keywords:	product quality, brand image, purchase intention.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	KIRANA SEKHA YULIARTI
Date Deposited:	03 Aug 2020 10:00
Last Modified:	03 Aug 2020 10:00
URI:	http://eprints.ums.ac.id/id/eprint/84004

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