Pengaruh brand extension terhadap purchase intention: studi pada Zara home = Brand extension s influence on the purcahse intention: a Zara home study
| Main Authors: | Amirah Afifah Sahaz, author, Add author: Effy Zalfiana Rusfian, supervisor, Add author: Fatimah Muchtar, examiner |
|---|---|
| Format: | Bachelors Thesis |
| Terbitan: |
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia
, 2018
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| Subjects: | |
| Online Access: |
http://lontar.ui.ac.id/detail?id=20472684 |
| ctrlnum |
20472684 |
|---|---|
| fullrecord |
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<dc schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/ http://www.openarchives.org/OAI/2.0/oai_dc.xsd"><type>Thesis:Bachelors</type><title>Pengaruh brand extension terhadap purchase intention: studi pada Zara home = Brand extension s influence on the purcahse intention: a Zara home study</title><creator>Amirah Afifah Sahaz, author</creator><creator>Add author: Effy Zalfiana Rusfian, supervisor</creator><creator>Add author: Fatimah Muchtar, examiner</creator><publisher>Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia</publisher><date>2018</date><subject>Branding (marketing)</subject><subject>Brand name products</subject><subject>Consumer behavior</subject><subject>Durable goods, consumer</subject><description>Tujuan dari penelitian ini yaitu menganalisis pengaruh perluasan merek brand extension terhadap minat beli purchase intention . Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, dengan metode survei menyebarkan kuesioner kepada 100 responden. Dengan menggunakan cara accidental sampling, responden dalam penelitian ini ialah individu yang memiliki pengetahuan mengenai merek Zara dan Zara Home, sudah pernah membeli produk Zara namun belum pernah membeli produk Zara Home. Dengan menggunakan analisis regresi linear, di dapatkan hasil bahwa perluasan merek memiliki pengaruh terhadap minat beli dengan dimensi yang berpengaruh adalah fit, perceived risk dan consumer innovativeness, sedangkan dimensi yang tidak berpengaruh adalah brand reputation.
......The purpose of this research is to analyze the influence of brand extension to purchase intention. The approach used in this study is a quantitative approach, with the survey method of distributing questionnaires to 100 respondents. By using accidental sampling method, respondents in this research are individuals who have knowledge about Zara brand and Zara Home, have ever bought Zara product but have never bought Zara Home product. By using linear regression analysis, we get the result that brand extension has influence to buying interest with influencing dimension is fit, perceived risk and consumer innovativeness, while the dimension which have no effect is brand reputation.</description><identifier>http://lontar.ui.ac.id/detail?id=20472684</identifier><recordID>20472684</recordID></dc>
|
| format |
Thesis:Bachelors Thesis Thesis:Thesis |
| author |
Amirah Afifah Sahaz, author Add author: Effy Zalfiana Rusfian, supervisor Add author: Fatimah Muchtar, examiner |
| title |
Pengaruh brand extension terhadap purchase intention: studi pada Zara home = Brand extension s influence on the purcahse intention: a Zara home study |
| publisher |
Fakultas Ilmu Sosial dan Ilmu Politik Universitas Indonesia |
| publishDate |
2018 |
| topic |
Branding (marketing) Brand name products Consumer behavior Durable goods consumer |
| url |
http://lontar.ui.ac.id/detail?id=20472684 |
| contents |
Tujuan dari penelitian ini yaitu menganalisis pengaruh perluasan merek brand extension terhadap minat beli purchase intention . Pendekatan yang digunakan dalam penelitian ini adalah pendekatan kuantitatif, dengan metode survei menyebarkan kuesioner kepada 100 responden. Dengan menggunakan cara accidental sampling, responden dalam penelitian ini ialah individu yang memiliki pengetahuan mengenai merek Zara dan Zara Home, sudah pernah membeli produk Zara namun belum pernah membeli produk Zara Home. Dengan menggunakan analisis regresi linear, di dapatkan hasil bahwa perluasan merek memiliki pengaruh terhadap minat beli dengan dimensi yang berpengaruh adalah fit, perceived risk dan consumer innovativeness, sedangkan dimensi yang tidak berpengaruh adalah brand reputation.
......The purpose of this research is to analyze the influence of brand extension to purchase intention. The approach used in this study is a quantitative approach, with the survey method of distributing questionnaires to 100 respondents. By using accidental sampling method, respondents in this research are individuals who have knowledge about Zara brand and Zara Home, have ever bought Zara product but have never bought Zara Home product. By using linear regression analysis, we get the result that brand extension has influence to buying interest with influencing dimension is fit, perceived risk and consumer innovativeness, while the dimension which have no effect is brand reputation. |
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