Pengaruh Citra Merek, Persepsi Risiko, Sikap Merek, dan Kredibilitas Merek Terhadap Niat Beli Pada Produk Air Minum Dalam Kemasan (AMDK) Beroksigen Merek Cleo di Surabaya
Daftar Isi:
- This study aims to determine the effect of Brand image, Perceived Risk, Brand Attitude,And Brand Credibility toward Purchase Intention of Cleo Oxygen Bottled Water Product in Surabaya. This research is a survey one with causal relationship constructs, so questionnaire is the main data source. Questionnaire measured with Likert scale and then data analysis done using structural equation model using Amos 22.0 program. The results showed that Brand Image significantly influence Perceived Risk because the standardized regression weight is -0.983 with value of C.R of -13.702 and p value of 0.001. Perceived Risk does not significantly influence Purchase Intention because standardized regression weight is -1.072 with value of C.R of -1.026 and p value of 0.305. Brand Image does not significantly influence Purchase Intention because standardized regression weight is -1.107 with value of C.R of -1.049 and p value of 0.294. Brand Image significantly influence Brand Attitude because the standardized regression weight is 0.474 with value of C.R of -1.125 and p value of 0.260. Brand Attitude does not significantly influence Purchase Intention because standardized regression weight is -0.202 with value of C.R of -1.125 and p value of 0.260. Brand Credibility significantly influence Brand Attitude because the standardized regression weight is 0.448 with value of C.R of 3.302 and p value of 0.001. Brand Credibility significantly influence Purchase Intention because the standardized regression weight is 1.230 with value of C.R of 6.092 and p value of 0.001. Keywords: Brand Image, Perceived Risk, Brand Attitude, Brand Credibility, Purchase Intention, Cleo Oxygen Bottled Water.