PENGARUH PERSEPSI KUALITAS DAN DAYA TARIK IKLAN TERHADAP MINAT BELI PERDANA XL PRIORITAS DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING (Studi Terhadap Masyarakat Kota Serang)
| Main Author: | ABADI, WINDI |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2018
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| Subjects: | |
| Online Access: |
https://eprints.untirta.ac.id/2877/1/PENGARUH%20PERSEPSI%20KUALITAS%20DAN%20DAYA%20TARIK%20IKLAN%20TERHADAP%20MINAT%20BELI%20PERDANA%20XL%20PRIORITAS%20DENGAN%20CITRA%20MEREK%20SEBAGAI%20VARIABEL%20INTERVENING%20%28Studi%20Terhadap%20Masyarakat%20Kota%20Serang%29.pdf https://eprints.untirta.ac.id/2877/ |
Daftar Isi:
- The Effect of Perception Quality and Advertising Appeal on Consumer Purchase Intention Postpaid Simcard XL Prioritas with Brand Image as Intervening Variabel (Study Of Serang City Society) is title skripsi from Windi Abadi (5551141454), Sultan Ageng Tirtayasa University students of Faculty of Economics and Business Departement of Management (Marketing Management) under the guidance of Asep Supriadi, SE., MM, M.Si. as the guidance I and Dr. Hayati Nufus, SE., M.Si. as the guidance II. This study aims to analyze the effect of perception quality and advertising appeal with brand image as intervening variable. The type of research used causality reseach was using descriptive method. Sampel that used 96 responders that calculated use formula Rao Purba. Technique of sample collection used incidental sampling. Data are analized by classical assumption test, path analysis sobel test and t-test use software SPSS 20. Based on the results of data analysis, knowed that: (1) Perception quality have positive and significant effect on brand image with t-value > t-table (2,496 > 1,661) with significance 0,014. (2) Advertising appeal have positive and significant effect on brand image with t-value > t-table (2,773 > 1,661) with significance 0,007. (3) Perception quality doesn’t have positive and significant effect on consumer purchase intention with t-value < t-table (1,449 < 1,661) with significance 0,151. (4) Advertising appeal have positive and significant effect on consumer purchase intention with t-value > t-table (4,770 > 1,661) with significance 0,000. (5) Brand image have positive and significant effect on consumer purchase intention with t-value > t-table (3,212 > 1,661) with significance 0,002. (6) Brand image is able to mediate the perception quality on consumer purchase intention with significant result. The result of indirect infulence morethan bigger compared direct influence (0,11951 > 0,117) with tvalue morethan bigger with t-table (2,473 > 1,661). (7) Brand image doesn’t to be able mediate advertising appeal on consumer purchase intention with significant result. The result of indirect infulence morethan smaller compared direct influence (0,11359 < 0,379) with t-value morethan bigger with t-table (2,407 > 1,661).