PENGARUH PERSEPSI HARGA, CITRA MEREK DAN CITRA NEGARA ASAL TERHADAP MINAT PEMBELIAN BODY BUTTER THE BODY SHOP
DOI:
https://doi.org/10.22441/jimb.v4i3.5610Keywords:
persepsi harga, citra merek, citra negara asal, minat pembelianAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, citra merek dan citra negara asal pada minat pembelian Body Butter The Body Shop. Objek penelitian ini adalah mahasiswi Fakultas Ekonomi dan Bisnis, Universitas Mercu Buana, Jakarta yang pernah membeli produk Body Butter The Body Shop. Penelitian ini dilakukan pada 110 responden dengan menggunakan pendekatan kuantitatif. Teknik pengumpulan data yang digunakan adalah kuesioner dan menggunakan convenience sampling untuk pengambilan sampel. Analisis data yang digunakan adalah SEM dimana pengolahan data menggunakan program SmartPLS versi 3.0. Hasil penelitian menunjukkan variabel persepsi harga, citra merek dan citra negara asal signifikan pada niat pembelian Body Butter The Body Shop. Hal ini dibuktikan dari hasil pengujian hipotesis bootstrapping.Downloads
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