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DC Field | Value | Language |
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dc.contributor.advisor | Amelia, Wan Rizca | - |
dc.contributor.author | Siagian, Larasati Br | - |
dc.date.accessioned | 2021-12-16T10:00:53Z | - |
dc.date.available | 2021-12-16T10:00:53Z | - |
dc.date.issued | 2021-08-25 | - |
dc.identifier.uri | http://repository.uma.ac.id/handle/123456789/15667 | - |
dc.description | 108 Halaman | en_US |
dc.description.abstract | Minat konsumenuntuk melakukan pembelian suatu produk didasari dari berbagai faktor, salah satunya adalah faktor product knowledge dan juga dipenggaruhi oleh brand image yaitu segala kesan yang muncul dibenak seseorang yang terkait dengan ingatannya mengenai suatu merek. Tujuan penelitian ini adalah untuk Untuk mengetahui seberapa besar pengaruh product knowledge terhadap purchase intention pada produk pakaian fashion bangkok. Kemudian untuk mengetahui seberapa besar pengaruh brand image terhadap purchase intention pada produk pakaian fashion bangkok. Dan untuk mengetahui seberapa besar pengaruh product knowledge dan brand image terhadap purchase intention pada pakaian fashion bangkok secara bersamaan.Populasi pada penelitian ini adalah sebanyak 170 orang konsumen yang berbelanja di Butik Girlamours dengan jumlah sampel sebanyak 119 orang. Hasil penelitian menunjukkan bahwa product knowledge berpengaruh signifikan terhadap purchase intention dengan nilai thitung 2,396 > nilai ttabel 1,658. Nilai signifikansi dengan α 5% adalah 0,005 < 0,05. Maka, H1 diterima.Brand image berpengaruh signifikan terhadap purchase intention. Hal ini ditunjukkan dengan hasil nilai thitung 4,716 > nilai ttabel 1,658. Nilai signifikansi dengan α 5% adalah 0,000 < 0,05. Maka, H2 diterima.Product knowledge dan brand image berpengaruh signifikan terhadap purchase intention. Hal ini ditunjukkan dengan hasil nilai fhitung 27,625 > nilai ftabel 2,68. Nilai signifikansi dengan α 5% adalah 0,000 < 0,05. Maka, H3 diterima. Consumer interest in purchasing a product is based on various factors, one of which is the product knowledge factor and is also influenced by brand image, namely all impressions that arise in a person's mind related to his memory of a brand. The purpose of this study was to determine how much influence product knowledge has on purchase intention in Bangkok fashion clothing products. Then to find out how much influence brand image has on purchase intention in Bangkok fashion clothing products. And to find out how much influence product knowledge and brand image have on purchase intention on Bangkok fashion clothes simultaneously. The population in this study were 170 consumers who shopped at Girlamours Boutique with a total sample of 119 people. The results showed that product knowledge had a significant effect on purchase intention with a tcount of 2,396 > ttable value of 1,658. The significance value with 5% is 0.005 < 0.05. So, H1 is accepted. Brand image has a significant effect on purchase intention. This is indicated by the results of the tcount value of 4.716 > ttable value of 1.658. The significance value with 5% is 0.000 < 0.05. So, H2 is accepted. Product knowledge and brand image have a significant effect on purchase intention. This is indicated by the result of fcount 27.625 > ftable value 2.68. The significance value with 5% is 0.000 < 0.05. So, H3 is accepted. | en_US |
dc.language.iso | id | en_US |
dc.publisher | Universitas Medan Area | en_US |
dc.relation.ispartofseries | NPM;178320048 | - |
dc.subject | pengetahuan produk | en_US |
dc.subject | brand image | en_US |
dc.subject | purchase intention | en_US |
dc.subject | product knowledge | en_US |
dc.subject | rencana pembelian | en_US |
dc.title | Pengaruh Product Knowledge dan Brand Image Terhadap Purchase Intention Study Pada Konsumen Toko Girlamours Di Medan | en_US |
dc.title.alternative | The Effect of Product Knowledge and Brand Image on Purchase Intention Study on Girlamours Store Consumers in Medan | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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178320048 - Larasati Br Siagian - Chapter IV.pdf Restricted Access | Chapter IV | 690.01 kB | Adobe PDF | View/Open Request a copy |
178320048 - Larasati Br Siagian - Fulltext.pdf | Cover, Abstract, Chapter I,II,III,Bibliography | 2.44 MB | Adobe PDF | View/Open |
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