Pengaruh Perceived Quality Terhadap Purchase Intention Dan Keterlibatan Brand Knowledge Sebagai Mediator (studi Pada Konsumen “coffee Beer†Di Bandung)

Bonang Al Fatikh, Arry Widodo

Abstract

Abstrak Penelitian ini dilakukan untuk mengetahui pengaruh Perceived Quality, Brand Knowledge, dan Purchase Intention pada Konsumen Coffee Beer di Kota Bandung. Tujuan dilakukannya penelitian ini adalah untuk menguji dan menganalisis apakah Perceived Quality yang dimediasi oleh Brand Knowledge berpengaruh terhadap Purchase Intention Konsumen Coffee Beer. Metode yang digunakan adalah metode kuantitatif dengan jenis penelitian deksriptif dan kausalitas. Jenis data yang dibutuhkan untuk penelitian ini adalah data primer dan data sekunder. Pengambilan sampel dilakukan dengan metode non-probability sampling jenis purposive sampling, dengan jumlah responden sebanyak 400 responden konsumen Coffee Beer. Teknik analisis data menggunakan analisis deskriptif dan Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian secara signifikan menunjukan bahwa variabel Perceived Quality, Brand Knowledge dan Purchase Intention pada konsumen Coffee Beer di Kota Bandung berada pada kategori baik. Hasil analisis SEM-PLS juga menunjukkan bahwa Perceived Quality memiliki pengaruh dan signifikan terhadap Purchase Intention yang dimediasi oleh Brand Knowledge. Kata Kunci: Perceived Quality, Brand Knowledge, Purchase Intention, Coffee Beer. Abstract This research was conducted to determine the effect of Perceived Quality, Brand Knowledge, and Purchase Intention on Consumer Coffee Beer in Bandung City. The purpose of this study is to test and analyze whether Perceived Quality mediated by the Brand Knowledge has an effect on the Purchase Intention of Coffee Beer Consumers. The method used in this study is a quantitative method with a type of descriptive and causality research. The types of data needed for this study are primary data and secondary data. Sampling technique used non-probability sampling method type of purposive sampling, with the number of respondents as many as 400 respondents consumer of Coffee Beer. Data analysis techniques used descriptive analysis and Structural Equation Modeling-Partial Least Square (SEM-PLS). The overall results of the study show that the Perceived Quality, Brand Knowledge, and Purchase Intention variables for Coffee Beer consumers in Bandung are in the good category. The results of the SEM-PLS analysis also show that Perceived Quality has significant influence on Purchase Intention mediated by the Brand Knowledge. Keywords: Perceived Quality, Brand Knowledge, Purchase Intention, Coffee Beer.

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