Analisis Anteseden Brand Preference dan Implikasinya Terhadap Minat Beli Ulang Penghilang Bau Helm MTR (Studi Kasus Pelanggan Penghilang Bau MTR di Semarang)

PATRIA, Handitia Alfi and WIDIYANTO, Ibnu (2014) Analisis Anteseden Brand Preference dan Implikasinya Terhadap Minat Beli Ulang Penghilang Bau Helm MTR (Studi Kasus Pelanggan Penghilang Bau MTR di Semarang). Undergraduate thesis, Fakultas Ekonomika dan Bisnis.

[img]
Preview
PDF - Published Version
868Kb

Abstract

This study aims to obtain empirical evidence of the influence of product availability and ease of use on brand preference and to obtain empirical evidence of the influence of brand preference in repurchase tension of helmet perfume MTR in Semarang. The population used in this study are consumers who have used MTR helmet perfume in Semarang. Samples in this study were 150 respondents and the techniques used are non-probability sampling with purposive sampling approach. The data in this study through a questionnaire survey method with the Disagree-Agree Scale 1-10. The data that meet the validity test, reliability test, and classical assumptions test that form a regression equation. The independent variable of this study is Product Availability and Ease of Use. With repurchase tension as dependent variable and brand preference as intervening variable. Hypothesis testing using t-test showed that two independent variables have positive and significant impact on intervening variable and dependent variable, too. Then through the F test can be seen that the two independent variables is feasible to test the dependent variable. Adjusted R Square Model I value shows that 89,5% of Brand Preference can be explained by the two independent variables in the regression equation. While the remaining 10,5% is explained by other variables used outside this study. Then the value of Adjusted R Square Model II is equal to 0918, which means that the ability of Brand Preference to explains Re-Purchase Intention is 91,8%, so there is still 8,2% remaining require any other mediating outside this study

Item Type:Thesis (Undergraduate)
Additional Information:Product Availability, Ease of Use, Brand Preference and Re-Purchase Intention
Uncontrolled Keywords:Product Availability, Ease of Use, Brand Preference and Re-Purchase Intention
Subjects:H Social Sciences > H Social Sciences (General)
Divisions:Faculty of Economics and Business > Department of Management
ID Code:43823
Deposited By:Mr. Perpustakaan Fakultas Ekonomi
Deposited On:06 Oct 2014 11:14
Last Modified:06 Oct 2014 11:14

Repository Staff Only: item control page