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Kembali| NIM (Student Number) | C1B009087 |
|---|---|
| Nama Mahasiswa | YUNITA DWI IRYANI |
| Judul Artikel | ANALISIS PENGARUH PERCEIVED QUALITY, BRAND IMAGE, BRAND CREDIBILITY, DAN CONSUMER VALUES TERHADAP NIAT BELI PRODUK KOSMETIK ORIFLAME (Studi Kasus pada Konsumen Produk Oriflame di Kota Purwokerto) |
| Abstrak | Tujuan penelitian ini adalah untuk menganalisis pengaruh perceived quality, brand image, brand credibility, dan consumer values terhadap niat beli produk kosmetik Oriflame di Purwokerto. Sebuah model penelitian diusulkan di mana empat hipotesis dikembangkan. Jumlah responden yang diteliti adalah 100 konsumen. Kuesioner digunakan untuk mengumpulkan data dari responden dengan metode purposive sampling. Untuk membuktikan hipotesis dari penelitian ini diterapkan model regresi linear berganda dengan asumsi klasik. Hasil penelitian ini menunjukkan bahwa brand image dan consumer values berpengaruh positif terhadap niat beli, sedangkan perceived quality dan brand credibility tidak berpengaruh terhadap niat beli. |
| Abstrak (Inggris) | Purpose of the research is to examine the effect of perceived quality, brand image, brand credibility, and consumer values toward purchase intentions of Oriflame cosmetics products in Purwokerto. A research model was proposed in which four hypothesis were developed. The number of respondents who researched were 100 consumers. A self administered questionnaire was used to collect data from respondents by method of purposive sampling. To prove the hypothesis of this research is applied Multiple Linear Regression Model with classic assumption. The result of this research shows that brand image and consumer values have positive effect to purchase intentions, while perceived quality and brand credibility have no effect to purchase intentions. |
| Kata Kunci | Perceived quality, brand image, brand credibility, consumer values, niat beli. |
| Nama Pembimbing 1 | Dr. Suliyanto, SE, MM. |
| Nama Pembimbing 2 | Dra. Hj. Sri Martini, SE, M.Si. |
| Tahun | 2013 |
| Jumlah Halaman | 14 |
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