Pengaruh Nama Merek, Promosi Melalui Kualitas Yang Dirasa, Nilai Yang Dirasa, Citra Toko Terhadap Niat Beli Produk Smartphone Realme Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Sianturi, Ryan Aser R
Subject
330 - ECONOMICS
Datestamp
2023-09-04 08:30:04
Abstract :
This study aims to examine brand name, promotion through perceived quality, perceived value, store image on smartphone purchase intentions in Surabaya. This study uses Smart PLS version 3.0. The population in this study are all people who have never bought a realme Smartphone in Surabaya. The collection of data used in this study uses a questionnaire that is distributed through the Google form. The research method used is a quantitative method. To conduct this research, 120 data were collected. The sampling technique used was non-probability sampling. Descriptive analysis in this study aims to provide an explanation of the results in the form of respondents' answers to the statements of each variable contained in the questionnaire. The results of the study show that (1) Brand Name has a positive and significant effect on Perceived Quality of the product Realme Smartphones, (2) Perceived Quality has a positive and significant effect on the Perceived Value of Realme Smartphone Products, (3) Perceived Value has no significant effect on Purchase Intention of Realme Smartphone Products, (4) Promotion has a significant effect on Store Image of Realme Smartphone Products, (5) Store Image has a significant effect on Purchase Intention of Realme Smartphone Products.
This study aims to examine brand name, promotion through perceived quality, perceived value, store image on smartphone purchase intentions in Surabaya. This study uses Smart PLS version 3.0. The population in this study are all people who have never bought a realme Smartphone in Surabaya. The collection of data used in this study uses a questionnaire that is distributed through the Google form. The research method used is a quantitative method. To conduct this research, 120 data were collected. The sampling technique used was non-probability sampling. Descriptive analysis in this study aims to provide an explanation of the results in the form of respondents' answers to the statements of each variable contained in the questionnaire. The results of the study show that (1) Brand Name has a positive and significant effect on Perceived Quality of the product Realme Smartphones, (2) Perceived Quality has a positive and significant effect on the Perceived Value of Realme Smartphone Products, (3) Perceived Value has no significant effect on Purchase Intention of Realme Smartphone Products, (4) Promotion has a significant effect on Store Image of Realme Smartphone Products, (5) Store Image has a significant effect on Purchase Intention of Realme Smartphone Products.
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