Hedinansyah, Zhafron Dwi and , Soepatini , S.E., M.Si., Ph.D (2024) Pengaruh Brand Experience Terhadap Multichannel Purchase Intention Yang Dimediasi Oleh Brand Personality Dan Satisfaction (Studi Kasus PT Matahari Department Store Kota Tegal). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the effects of brand experience, brand personality, and satisfaction on multichannel purchase intention among customers of PT Matahari Department Store. The research uses a quantitative method with a survey technique involving 100 respondents in the Tegal City area. Sampling was done using a non-probability sampling method. Data was collected through the distribution of questionnaires and analyzed using Structural Equation Modeling (SEM). The results indicate that brand experience has a significant positive effect on brand personality. Brand experience also positively and significantly affects satisfaction. Additionally, brand experience has a significant positive effect on multichannel purchase intention. Brand experience positively affects multichannel purchase intention, though not significantly, when mediated by brand personality. However, brand experience has a significant positive effect on multichannel purchase intention when mediated by satisfaction.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand Experience, Brand Personality, Satisfaction, Multichannel Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Management, Business and Labor > Market Place/Business Online H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | ZHAFRON DWI HEDINANSYAH |
| Date Deposited: | 26 Aug 2024 02:26 |
| Last Modified: | 26 Aug 2024 02:26 |
| URI: | http://eprints.ums.ac.id/id/eprint/127974 |
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