Analisis Pengaruh Brand Image terhadap Perceived Price, Trust, dan Value serta Implikasinya terhadap Purchase Intention: Telaah pada Brand Biznet

Prasetyo, Arie (2022) Analisis Pengaruh Brand Image terhadap Perceived Price, Trust, dan Value serta Implikasinya terhadap Purchase Intention: Telaah pada Brand Biznet. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

The rapid development of technology has changed almost all aspects of human life. The result of technology also makes internet users worldwide more and more, including in Indonesia. The internet has become a necessity, where almost everything can be done through the internet network. Biznet is here as one of the preferred fixed broadband providers in Indonesia. However, after more than 20 years of existence in Indonesia, Biznet's market share tends to be low compared to its competitors. Therefore, this study wants to analyze the effect of brand image on perceived price, trust, and value and its implications for purchase intention. This research uses descriptive research with a non-probability sampling technique (judgmental sampling) that must meet the research respondents' criteria. The data obtained from the online questionnaire were processed using SPSS and LISREL software. Nine hypotheses were tested using the structural equation model (SEM) method with a research sample size of 100 respondents. This study proves that trust and perceived price are affected by brand image. Meanwhile, value is affected by trust and perceived price. Then purchase intention is affected by value. In addition, value and purchase intention are not affected by brand image and purchase intention is not affected by trust and perceived price.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	Brand Image, Perceived Price, Trust, Value, Purchase Intention
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	28 Jun 2022 03:51
Last Modified:	28 Jun 2022 03:51
URI:	https://kc.umn.ac.id/id/eprint/21305

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