Pengaruh Citra Merek Kepercayaan Merek Persepsi Nilai terhadap Niat Beli Laptop Asus di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Rakata, Julian
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2023-05-02 02:51:10
Abstract :
In the era of globalization as it is today, laptops have become part of people's lifestyles, so with a good brand image like that of Asus Laptops, society becomes easier. The purpose of this study was to determine the effect of brand image, brand trust and perceived value on the purchase intention of Asus laptops in Surabaya. The research method used is a clause research using qualitative research. The sample in this study were Asus laptop users as many as 100 respondents using purposive sampling technique. The analysis technique in this study uses Partial Least Square (PLS) analysis. The results in this study prove that: (1) Brand Image does not have a significant effect on Purchase Intention; (2) Brand Image has a significant influence on Brand Trust; (3) Brand Trust has a significant influence on Purchase Intention; (4) Perceived Value has a significant influence on Brand Trust; and (5) Perceived Value has a significant influence on Purchase Intention.
In the era of globalization as it is today, laptops have become part of people's lifestyles, so with a good brand image like that of Asus Laptops, society becomes easier. The purpose of this study was to determine the effect of brand image, brand trust and perceived value on the purchase intention of Asus laptops in Surabaya. The research method used is a clause research using qualitative research. The sample in this study were Asus laptop users as many as 100 respondents using purposive sampling technique. The analysis technique in this study uses Partial Least Square (PLS) analysis. The results in this study prove that: (1) Brand Image does not have a significant effect on Purchase Intention; (2) Brand Image has a significant influence on Brand Trust; (3) Brand Trust has a significant influence on Purchase Intention; (4) Perceived Value has a significant influence on Brand Trust; and (5) Perceived Value has a significant influence on Purchase Intention.
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