| dc.contributor.author | WIBOWO, EDWIN VALERIAN | |
| dc.date.accessioned | 2022-04-12T05:51:34Z | |
| dc.date.available | 2022-04-12T05:51:34Z | |
| dc.date.issued | 2018 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4915 | |
| dc.description | This study aims to examine the effect of brand image and brand trust
towards the purchase decision of Wear It. This research is a quantitative research
with brand image, brand trust, and purchase decision as variables. The population
of this study consists of purchasing consumers of Wear It. A total of 97
consumers between the ages of 17 and 28 are selected as research samples using
purposive sampling. Research data are collected using questionnaire and analyzed
using regression analysis with the help of SPSS statistics software version 20.0.
Research results suggest that brand image and brand trust significantly affect the
purchase decision of Wear It, both partially and simultaneously. | en_US |
| dc.description.abstract | Penelitian yang ini bertujuan untuk meneliti pengaruh Brand Image dan
Brand Trust terhadap Keputusan Pembelian pada brand Wear It. Penelitian
menggunakan metode kuantitatif. Adapun variabel yang diteliti adalah Brand
Image, Brand Trust, dan Keputusan Pembelian. Populasi penelitian ini adalah
konsumen yang telah melakukan transaksi terhadap produk brand Wear It.
Adapun sampel yang digunakan adalah konsumen brand Wear It dalam rentang
usia 17-28 tahun, sebanyak 97 orang. Sampel dipilih dengan menggunakan
metode purposive sampling. Data dikumpulkan menggunakan kuesioner dan
kemudian data dianalisa dengan menggunakan analisis regresi pada software
SPSS Statistics versi 20.0. Hasil penelitian menunjukkan bahwa Brand Image dan
Brand Trust berpengaruh secara signifikan terhadap keputusan pembelian pada
brand Wear It, baik secara parsial maupun secara serentak. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand | en_US |
| dc.subject | Brand Image | en_US |
| dc.subject | Brand Trust | en_US |
| dc.subject | Keputusan Pembelian | en_US |
| dc.subject | Wear It | en_US |
| dc.title | PENGARUH BRAND IMAGE DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN WEAR IT | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0728086501 | |
| dc.identifier.kodeprodi | 61201 | |
| dc.identifier.nim | 10115216 | |
| dc.identifier.dosenpembimbing | TINA MELINDA | |
