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The Influence of Perceived Price, Perceived Quality, Brand Awareness, and Product Availability on Purchase Intention with Brand Image as a Mediating Variable ( A study on Kopi Lumpang in Kemawi Village, Somagede Sub-District)
Abstrak (Bhs. Indonesia)
Tujuan dari penelitian ini adalah untuk menganalisis pengaruh Persepsi Harga, Persepsi Kualitas, Kesadaran Merek, dan Ketersediaan Produk terhadap Niat Beli dengan Citra Merek sebagai Variabel Mediasi. Penelitian ini menggunakan pendekatan kuantitatif. Populasi dalam penelitian ini adalah seluruh masyarakat di Desa Kemawi, Kecamatan Somagede, dengan metode non probability sampling yang digunakan untuk pengumpulan data. Sebanyak 210 orang berpartisipasi sebagai responden, dengan data yang dikumpulkan melalui kuesioner yang didistribusikan melalui Google Forms dan Survey. Kuesioner menggunakan skala Likert mulai dari 1 sampai 5. Analisis data dilakukan dengan menggunakan SEM PLS for Windows. Hasil penelitian mengungkapkan bahwa Persepsi harga berpengaruh positif terhadap citra merek, Persepsi kualitas berpengaruh negatif terhadap citra merek, Kesadaran merek berpengaruh positif terhadap citra merek, Persepsi harga berpengaruh negatif terhadap minat beli, Persepsi kualitas berpengaruh negatif terhadap minat beli, Kesadaran merek berpengaruh negatif terhadap minat beli, Ketersediaan produk berpengaruh negatif terhadap minat beli, Citra merek berpengaruh positif terhadap minat beli, Persepsi harga berpengaruh negatif terhadap minat beli melalui citra merek, Persepsi kualitas berpengaruh negatif terhadap minat beli melalui citra merek, Kesadaran merek berpengaruh positif terhadap minat beli melalui citra merek.
Abtrak (Bhs. Inggris)
The purpose of this study was to analyze the effects of Perceived Price, Perceived Quality, Brand Awareness, and Product Availability on Purchase Intention with Brand Image as a Mediating Variable. This research employed a quantitative approach. The population in this study were all people in Kemawi Village, Somagede District, with the non probability sampling method used for data collection. A total of 210 people’s participated as respondents, with data gathered through questionnaires distributed via Google Forms and Survey. The questionnaire utilized a Likert scale ranging from 1 to 5. Data analysis was conducted using SEM PLS for Windows. The results of the study revealed that Perceived price positively affect brang image, Perceived quality negatively affect brand image, Brand awareness positively affect brand image, Perceived price negatively affect purchase intention, Perceived quality negatively affect purchase intention, Brand awareness negatively affect purchase intention, Product availability negatively affect purchase intention, Brand image positively affect purchase intention, Perceived price negatively affect purchase intention through brand image, Perceived quality negatively affect purchase intention through brand image, Brand awareness positively affect purchase intention through brand image.
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