Analisis Pengaruh Brand Awareness Dan Brand Image Terhadap Purchase Intention Dengan Perceived Quality Dan Brand Loyalty Sebagai Variabel Intervening (Studi Pada Konsumen Brand Erigo Apparel di Solo Raya)

Dila, Elsa Salsa and , Nur Achmad, S.E., M.Si. (2022) Analisis Pengaruh Brand Awareness Dan Brand Image Terhadap Purchase Intention Dengan Perceived Quality Dan Brand Loyalty Sebagai Variabel Intervening (Studi Pada Konsumen Brand Erigo Apparel di Solo Raya). Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study discusses the Effect of Brand Awareness and Brand Image on Purchase Intention with Perceived Quality and Brand Loyalty as Intervening Variables with a Study on Erigo Apparel Brand Consumers in Solo Raya with a sample of 180 respondents. The data collection tool in this study used a questionnaire with measurements using the Linkert Scale. The data analysis technique used in this study uses the SEM model with a partial least squares (PLS) approach. From the results of this study, it can be concluded that Brand Awareness has a positive and significant effect on Perceived Quality, Brand Awareness has a positive and significant effect on Brand Loyalty, Brand Awareness on Purchase Intention is positive and not significant, Brand Image has a positive and significant effect on Brand Loyalty, Brand Image has a positive and significant effect on positive and significant effect on Perceived Quality, Brand Image has a negative and insignificant effect on Purchase Intention, Perceived Quality has a positive and significant effect on Purchase Intention, Brand Loyalty has a positive and significant effect on Purchase Intention, Perceived Quality mediates the effect of Brand Awareness on Purchase Intention, Perceived Quality mediates the effect of Brand Image on Purchase Intention, Brand Loyalty mediates the effect of Brand Awareness on Purchase Intention, Brand Loyalty mediates the effect of Brand Image on Purchase Intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Awareness, Brand Image, Perceived Quality, Brand Loyalty and Purchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ELSA SALSA DILA
Date Deposited:	20 Jul 2022 06:24
Last Modified:	20 Jul 2022 06:24
URI:	http://eprints.ums.ac.id/id/eprint/101617

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