Zahratama, Muhammad Hanif and , Ihwan Susila, S.E., M.Si, Ph.D (2023) Analisis Pengaruh Kualitas Produk, Citra Merek dan Harga Terhadap Niat Beli Produk Fashion Merek Lokal dengan Sikap Sebagai Variabel Interevening. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The rapid development of the fashion world in Indonesia has made researchers interested in conducting research related to the world of fashion, especially local products circulating among young people. This study aims to analyze the effect of product quality, brand image and price on the purchase intention of local brand fashion products with attitude as the intervening variable. The population in this study were all young people in Surakarta, while the sample in this study were young people in Surakarta who had the intention to buy local brand fashion products. The sampling technique used is convenience sampling by taking 207 respondents as a sample. The statistical method used in this study is the partial least squares (PLS) and path analysis. The results of the study concluded that product quality and brand image have a positive and significant influence on purchase intentions. Meanwhile, price has no positive effect on purchase intention. The results also show that attitudes influence product quality, brand image and price on purchase intentions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Citra Merek, Harga, Niat beli, Sikap |
| Subjects: | H Social Sciences > HC Economic Development > Microeconomics H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MUHAMMAD HANIF ZAHRATAMA |
| Date Deposited: | 17 Jul 2023 04:41 |
| Last Modified: | 17 Jul 2023 04:41 |
| URI: | http://eprints.ums.ac.id/id/eprint/113657 |
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