Pengaruh Dimensi Brand Equity Terhadap Purchase Intention (studi Pada Grab)

Rizki Mora Praja Rambe, Nurvita Trianasari

Abstract

belian. Semakin kuatnya ekuitas merek, semakin kuat pula daya tariknya di mata konsumen untuk memilih perusahaan tersebut yang selanjutnya dapat menggiring konsumen untuk melakukan pembelian. Penelitian bertujuan untuk mengetahui pengaruh dimensi brand equity terhadap purchase intention pada Grab. Metode yang digunakan pada penelitian ini adalah kuantitatif, jenis penelitian ini merupakan jenis penelitian deskriptif dengan bentuk hubungan kausal. Hasil penelitian menunjukkan Brand Awareness berpengaruh terhadap Consumer Purchase Intention, Brand Loyalty secara parsial berpengaruh terhadap Purchase Intention. Perseived Quality secara parsial berpengaruh terhadap Purchase Intention. Brand Association secara parsial berpengaruh terhadap Purchase Intention. Secara simultan Brand Equity berpengaruh terhadap purchase intention. Kata Kunci : dimensi brand equity, purchase intentionAbstract Brand Equity provides value to consumers by increasing confidence in purchasing decisions. The stronger brand equity, the stronger the appeal in the eyes of consumers to choose the company which can then lead consumers to make purchases. The study aims to determine the effect of the dimensions of brand equity on purchase intention on Grab. The method used in this study is quantitative, this type of research is a type of descriptive research with a form of causal relationships. The results showed Brand Awareness affects Consumer Purchase Intention, Brand Loyalty partially influences Purchase Intention. Perseived Quality partially influences Purchase Intention. Brand Association partially influences Purchase Intention. Simultaneously Brand Equity influences purchase intention. Keywords: brand equity dimensions, purchase intentio

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