Marcilina, Supia and , Drs. Moechammad Nasir, MM. (2018) Analisis Pengaruh Penyebaran Informasi Dan Pengetahuan Konsumen Terhadap Keputusan Mahasiswa Dalam Membeli Baju Merek Tans Collection Dengan Brand Trust Sebagai Variabel Intervening Di Feb UMS. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
ABSTRACT Business competition in the field of fashion is very strict, especially in the field of clothing, marketers compete in offering merchandise (products sold) in various ways used for consumers interested in goods sold by the company. Tans Collection sells its products offline and online so Tans Collection must create brand trust by disseminating information so that consumers have knowledge about the brand and decide to buy the brand or not. The purpose of this research is to know: (1) Influence of information dissemination on brand trust customer brand of Tans Collection brand at FEB UMS, (2) Influence of consumer knowledge to brand trust of brand of Tans Collection brand at FEB UMS, (3) ) The influence of brand trust on student decisions in buying Tans Collection brand clothes. The results of this study is expected to be used as a consideration of the company for future evaluation in order to have more focus on consumer purchasing decisions. The type of research used is quantitative, the population in this study is all students of the Faculty of Economics and Business Muhammadiyah University of Surakarta who had shopping clothes brand Tans Collection. Samples taken as many as 110 respondents using Non-Probability Sampling technique with Accidental sampling approach, the technique of determining samples by chance, namely students FEB UMS force 2013-2016 who often shop clothes brand Tans Collection. Data collection techniques used questionnaires that have been tested for validity and the variables are reliability. Data analysis techniques used to answer the hypothesis of this study is multiple linear regression test, and test sobel. The results of this study indicate that: (1) There is a positive influence of information dissemination on brand trust. This is evidenced from the t count of 5.233 with a significance value of 0.000 smaller than 0.05, and the regression coefficient has a positive value of 0.379, (2) There is a positive influence of consumer knowledge on brand trust. This is evidenced from t arithmetic of 2.194 with a significance value of 0.030 smaller than 0.05, and the regression coefficient has a positive value of 0.218, (3) There is a positive influence of brand trust on purchasing decisions. This is evidenced from the t count of 4.339 with a significance value of 0.000 smaller than 0.05, and the regression coefficient has a positive value of 0.366. Keywords: Information Dissemination, Consumer Knowledge, brand trust, Purchase Decision.
| Item Type: | Karya ilmiah (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Keywords: Information Dissemination, Consumer Knowledge, brand trust, Purchase Decision. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Psikologi > Psikologi |
| Depositing User: | SUPIA MARCILINA |
| Date Deposited: | 02 Feb 2018 06:08 |
| Last Modified: | 02 Feb 2018 06:08 |
| URI: | http://eprints.ums.ac.id/id/eprint/58907 |
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