Analisis Pengaruh Brand Identity, Brand Image, Brand Integrity Dan Brand Interaction Terhadap Purchase Intention

Munir Prakosa, Dhafa and , Imronudin, S.E., M.Si. Ph.D (2023) Analisis Pengaruh Brand Identity, Brand Image, Brand Integrity Dan Brand Interaction Terhadap Purchase Intention. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The fashion industry in Indonesia continues to rotate with the times, this makes people compete to be able to appear up to date along with the emergence of new trends in the country. This study aims to analyze the effect of brand identity, brand image, brand integrity, and brand interaction on the intention to buy Vans shoes among UMS students. The population in this study were UMS students. The sampling technique in this study uses the Accidental Sampling method where sampling is done by looking for respondents who are easy to find or access. The data taken is primary data taken by using a questionnaire with google form. This study was analyzed using SMARTPLS 3.0 software. The results of this study prove that brand identity has a significant positive effect on purchase intention. Likewise, the brand image variable has a significant positive effect on purchase intention. Meanwhile, brand integrity has no significant effect on purchase intention. Meanwhile, brand interaction has a significant positive effect on purchase intention. Keywords : brand identity, brand image, brand integrity, brand interaction, purchase intention

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: brand identity, brand image, brand integrity, brand interaction, purchase intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: DHAFA MUNIR PRAKOSA
Date Deposited: 11 Aug 2023 06:17
Last Modified: 11 Aug 2023 06:17
URI: http://eprints.ums.ac.id/id/eprint/115066

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