PENGARUH PERSEPSI HARGA, CITRA MEREK DAN CITRA NEGARA ASAL TERHADAP MINAT PEMBELIAN BODY BUTTER THE BODY SHOP
DOI:
https://doi.org/10.22441/jimb.v4i3.5610Kata Kunci:
persepsi harga, citra merek, citra negara asal, minat pembelianAbstrak
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.Unduhan
Unduhan
Diterbitkan
Cara Mengutip
Terbitan
Bagian
Lisensi
The copyright of this article was transferred to Universitas Mercu Buana if and when the article was accepted for publication. The undersigned below transfers all and all rights in and to paper including without limitation all copyright to UMB. The undersigned states and guarantees that the paper is genuine and that he is the author of the paper, except material that is clearly identified as the original source, with the notification of the permission of the copyright owner if necessary and has the power and authority to make and carry out this assignment. We state that this paper has not been published in the same form elsewhere.
Furthermore, I / We hereby transfer unlimited publicity rights to the above mentioned papers as a whole to Universitas Mercu Buana. Copyright transfers include the right to reproduce and distribute articles, including reprints, translations, photo reproductions, microforms, electronic forms (offline, online) or other reproductions that have similar properties. The appropriate author signs and accepts the responsibility for releasing this material on behalf of each and all co-authors. This agreement must be signed by at least one of the authors who has obtained approval from the co-author (s) where applicable.
After the submission of this agreement is signed by the appropriate author, changes in authorship or in the order of the registered author will not be accepted. Retained Rights / Provisions and Conditions Although the author is permitted to reuse all or part of the Work in another work, this does not include giving a third party request for reprinting, republishing, or any other type of reuse.
