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PENGARUH CITRA MEREK, HARGA, DAN GAYA HIDUP TERHADAP NIAT BELI TAS CHANEL IMITASI (Studi Pada Konsumen Wanita Tas Chanel Imitasi)

Masrurra, Ainun Dyah (2020) PENGARUH CITRA MEREK, HARGA, DAN GAYA HIDUP TERHADAP NIAT BELI TAS CHANEL IMITASI (Studi Pada Konsumen Wanita Tas Chanel Imitasi). Undergraduate (S1) thesis, Universitas Muhammadiyah Malang.

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Abstract

Purchase intention is an interesting discussion to be explored in marketing science, because it will relate to the consumer’s tendency to act before the purchase decision is actually made. Therefore, purchase intention is an important aspect of consumer-planned behavior. The emergence of the desire of consumers intending to buy a product can be influenced by several factors, one of which is brand image. Apparat from brand image, price and lifestyle are important factors that can influence consumer purchase intentions. The purpose of this study was to determine the effect of brand image, price, and lifestyle on purchase intention of imitation chanel bag (for female consumers). PLS (Partial Least Square) analysis tool was used to test all hypotheses. It showh that there is a positive and significant influence between brand image, price, and lifestyle on purchase intention partially. Price has a higher value than others so the price is the dominant variable affecting purchase intention.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201610160311221
Thesis Advisors: Ratih Juliati (0030075901), Novi Puji Lestari (0725118602)
Keywords: Brand Image, Price, Lifestyle, Purchase Intention.
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
L Education > LB Theory and practice of education
L Education > LC Special aspects of education
Divisions: Faculty of Economics and Business > Department of Management (61201)
Depositing User: 201610160311221
Date Deposited: 05 Nov 2020 06:28
Last Modified: 05 Nov 2020 06:28
URI : http://eprints.umm.ac.id/id/eprint/68939

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