PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP PURCHASE DECISION PADA PENGGUNA YOUTUBE PREMIUM MUSIC DI INDONESIA

Febriani Indriawan Abdusakur, - (2024) PENGARUH BRAND FAMILIARITY DAN PERCEIVED QUALITY TERHADAP PURCHASE DECISION PADA PENGGUNA YOUTUBE PREMIUM MUSIC DI INDONESIA. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dan pengaruh brand familiarity dan perceived quality terhadap purchase decision pada pengguna Youtube Premium Music di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel terikat dalam penelitian ini adalah purchase decision serta variabel bebas brand familiarity dan perceived quality. Populasi dalam penelitian ini adalah pengguna aplikasi YouTube Music. Pengambilan sampel dalam penelitian ini dengan menggunakan metode sampel penilaian atau purposive sampling dengan menggunakan teknik non-probability sampling terhadap 200 responden. Teknik analisis yang digunakan adalah Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan bahwa gambaran brand familiarity dan perceived quality berada pada kategori baik, sedangkan purchase decision pada kategori tinggi. Hasil penelitian menunjukkan brand familiarity berpengaruh signifikan terhadap purchase decision, perceived quality berpengaruh signifikan terhadap purchase decision, serta variabel brand familiarity dan perceived quality berpengaruh signifikan terhadap purchase decision. This research aims to obtain an overview and influence of brand familiarity and perceived quality on purchase decisions among YouTube Premium Music users in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The dependent variable in this research is the purchase decision and the independent variables brand familiarity and perceived quality. The population in this study were users of the YouTube Music application. Sampling in this research used an assessment sample method or purposive sampling using a non-probability sampling technique for 200 respondents. The analysis technique used is Structural Equation Modeling (SEM). The results of this research show that the brand familiarity and perceived quality are in the good category, while the purchase decision is in the high category. The research results show that brand familiarity has a significant effect on purchase decisions, perceived quality has a significant effect on purchase decisions, and brand familiarity and perceived quality variables have a significant effect on purchase decisions.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=en&user=3NshXd4AAAAJ ID Sinta Dosen Pembimbing: Bambang Widjajanta: 5984870 Puspo Dewi Dirgantari: 5980376
Uncontrolled Keywords: Keakraban merek, kualitas yang dirasakan, keputusan pembelian Brand familiarity, perceived quality, purchase decision
Subjects: H Social Sciences > HG Finance
L Education > L Education (General)
M Music and Books on Music > M Music
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Febriani Indriawan Abdusakur
Date Deposited: 02 Apr 2024 05:46
Last Modified: 02 Apr 2024 05:46
URI: http://repository.upi.edu/id/eprint/116570

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