Zam zam Noor Alamsyah, - (2024) PENGARUH SIKAP MEREK TERHADAP MINAT BELI: Survei Minat Beli Sepatu Merek Puma pada Mahasiswa Universitas Pendidikan Indonesia. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan menginformasikan pengaruh sikap merek terhadap minat beli pada sepatu Merek Puma di kalangan Mahasiswa Universitas Pendidikan Indonesia. Penelitian deskriptif dan verivikatif digunakan; artinya, variabel yang diteliti digambarkan dan dipaparkan sebelum kesimpulan ditarik. Dalam penelitian ini, dua variabel bebas yang terikat adalah minat beli (Y) dan sikap merek (X). Penelitian ini menggunakan metode survei eksplisit untuk mengumpulkan informasi dari mahasiswa Universitas Pendidikan Indonesia melalui kuisioner. Tujuan dari survei eksplisit ini adalah untuk mengetahui pendapat dari sebagian populasi yang diteliti tentang penelitian. Analisis regresi linear sederhana adalah metode analisis data yang digunakan untuk mengidentifikasi pengaruh dan korelasi dalam penelitian ini. Hasil penelitian menunjukkan bahwa sesungguhnya sikap merek berpengaruh positif dan signifikan terhadap minat beli produk puma. Dengan demikian penulis merekomendasikan agar merek Puma senantiasa meningkatkan kognitif, afektif dan konatif dari para konsumen agar menciptakan peningkatan minat beli mereka terhadap merek puma. Lalu hal tersebut harus senantiasa dijaga dengan cara menjaga karakteristik produk agar konsumen senantiasa percaya dengan melakukan pembelian baik online maupun offline dan menepis semua kenangan buruk yang pernah terjadi di pembelian sebelumnya. This research aims to inform the influence of brand attitudes on purchasing interest in Puma brand shoes among Indonesian University of Education Students. Descriptive and verification research was used; that is, the variables studied are described and explained before conclusions are drawn. In this research, the two dependent independent variables are purchase intention (Y) and brand attitude (X). This research uses an explicit survey method to collect information from Indonesian Education University students through questionnaires. The purpose of this explicit survey is to find out the opinions of a portion of the population studied about the research. Simple linear regression analysis is a data analysis method used to identify influences and correlations in this research. The research results show that brand attitude actually has a positive and significant effect on interest in purchasing Puma products. Thus, the author recommends that the Puma brand continue to increase the cognitive, affective, and conative qualities of consumers in order to create an increase in their buying interest in the Puma brand. Then this must always be maintained by maintaining the characteristics of the product so that consumers always have confidence in making purchases both online and offline and get rid of all the bad memories that have occurred in previous purchases.
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S_MBS_1704235_Title.pdf Download (4MB) |
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S_MBS_1704235_Chapter 1.pdf Download (1MB) |
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S_MBS_1704235_Chapter 2.pdf Restricted to Staf Perpustakaan Download (1MB) |
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S_MBS_1704235_Chapter 3.pdf Download (6MB) |
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S_MBS_1704235_Chapter 4.pdf Restricted to Staf Perpustakaan Download (12MB) |
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S_MBS_1704235_Chapter 5.pdf Download (1MB) |
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S_MBS_1704235_Appendix.pdf Restricted to Staf Perpustakaan Download (10MB) |
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembingbing: Bambang Widjajanta: 5984870 Lisnawati: 5986471 |
| Uncontrolled Keywords: | Sikap Merek, Minat Beli, Puma Brand Attitude, Purchase Intention, Puma |
| Subjects: | H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis |
| Depositing User: | Zam zam Noor Alamsyah |
| Date Deposited: | 22 Nov 2024 06:38 |
| Last Modified: | 22 Nov 2024 06:38 |
| URI: | http://repository.upi.edu/id/eprint/128888 |
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