PENGARUH CITRA MEREK, NILAI YANG DIRASA TERHADAP NIAT BELI AMDK CLEO DI SURABAYA
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
SARI, DEWI AYU PUSPITA
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2017-05-23 08:33:37
Abstract :
Searching of product knowledge and advantage become the origin of buying intention emergence. The higher buying intention is signed by the intensity of information seek about a product. This study aimed to examine the influence of brand image, perceived value toward purchase intention of Cleo customers in Surabaya. Population that is used in this research are all consumer of Cleo in Surabaya City which the amount is unknown exactly. Collecting samples are using accidental sampling techniques. As much 120 respondents are used in consideration of, among others: the respondent of this research consume Cleo in Surabaya City. The type of data in this research is primary. Questionnaire is used as a method of data collection. Multiple regression is obtainded as the analysis technique. Regression results using SPSS version 17 show that (1) Brand image has an influence on purchase intension. The first hypothesis is visible proof of significant value to the brand image on purchase intension missed 0,014 < 0,05 and perceived value has an influence on purchase intension. The second hypothhesis is visible proof of the significance of the perceived value of the purchase intension of 0,00 < 0,05 (2) The results of the t test of the brand image, perceived value sig. <0.05, independent variabel partially has positive influenced to dependendt variabel is accepted. F test results for 21.800 with sig. 0,000 <0.05, the independent variables simultaneously positive effect on the dependent variable is accepted. (3) The coefficient of determination indicates that the ability brand image variable, perceived value variable can explain the purchase intension of consumers Cleo as much 21,7%. Keywords : brand image, perceived value, purchase intention xv
Searching of product knowledge and advantage become the origin of buying intention emergence. The higher buying intention is signed by the intensity of information seek about a product. This study aimed to examine the influence of brand image, perceived value toward purchase intention of Cleo customers in Surabaya. Population that is used in this research are all consumer of Cleo in Surabaya City which the amount is unknown exactly. Collecting samples are using accidental sampling techniques. As much 120 respondents are used in consideration of, among others: the respondent of this research consume Cleo in Surabaya City. The type of data in this research is primary. Questionnaire is used as a method of data collection. Multiple regression is obtainded as the analysis technique. Regression results using SPSS version 17 show that (1) Brand image has an influence on purchase intension. The first hypothesis is visible proof of significant value to the brand image on purchase intension missed 0,014 < 0,05 and perceived value has an influence on purchase intension. The second hypothhesis is visible proof of the significance of the perceived value of the purchase intension of 0,00 < 0,05 (2) The results of the t test of the brand image, perceived value sig. <0.05, independent variabel partially has positive influenced to dependendt variabel is accepted. F test results for 21.800 with sig. 0,000 <0.05, the independent variables simultaneously positive effect on the dependent variable is accepted. (3) The coefficient of determination indicates that the ability brand image variable, perceived value variable can explain the purchase intension of consumers Cleo as much 21,7%. Keywords : brand image, perceived value, purchase intention xv
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