SKRIPSI Jurusan Manajemen - Fakultas Ekonomi UM, 2019

Ukuran Huruf:  Kecil  Sedang  Besar

Pengaruh Persepsi Kualitas terhadap Niat Beli Ulang Produk Indie Clothing Inspired27 Malang melalui Citra Merek (Studi pada Konsumen Inspired27 Malang)

Choir Mochammad Jaza'ul

Abstrak


ABSTRAK

Choir, Mochammad, J. 2019. Pengaruh persepsi kualitas terhadap niat beli ulang produk indie clothing Inspired27 Malang melalui citra merek (studi pada konsumen Inspired27 Malang). Skripsi Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Malang. Supervisor: Handri Dian Wahyudi, S.Pd., S.E., M.Sc.

Keywords: persepsi kualitas, citra merek, niat beli ulang.

Perkembangan ekonomi yang cukup baik dalam beberapa tahun belakangan ini menjadikan konsumsi akan kebutuhan sekunder dan tersier mengalami peningkatan drastis, utamanya di bidang fashion. Penelitian ini dilaksanakan untuk mengetahui

(1) diskripsi persepsi kualitas, citra merek dan niat beli ulang produk indie clothing Inspired27 Malang.

(2) pengaruh persepsi kualitas terhadap niat beli ulang produk indie clothing Inspired27 Malang.

(3) pengaruh persepsi kualitas terhadap citra merek produk indie clothing Inspired27 Malang.

(4) pengaruh citra merek terhadap niat beli ulang produk indie clothing Inspired27 Malang.

(5) pengaruh persepsi kualitas terhadap niat beli ulang produk indie clothing Inspired27 Malang melalui citra merek.

Populasi dalam penelitian ini adalah seluruh konsumen yang pernah melakukan pembelian pada produk indie clothing Inspired27 Malang. Metode yang digunakan dalam pengambilan sampel yaitu purposive sampling dan didapatkan sampel sebanyak 140 responden. Teknik pengumpulan data dalam penelitian ini menggunakan kuesioner.

Hasil penelitain ini menunjukkan bahwa

(1) persepsi kualitas berpengaruh positif dan signifikan terhadap niat beli ulang produk indie clothing Inspired27 Malang.

(2) persepsi kualitas berpengaruh positif dan signifikan terhadap citra merek produk indie clothing Inspired27 Malang.

(3) citra merek berpengaruh positif dan signifikan terhadap niat beli ulang produk indie clothing Inspired27 Malang.

(4) persepsi kualitas berpengaruh positif dan signifikan terhadap niat beli ulang produk indie clothing Inspired27 Malang melalui citra merek.

Dari penelitian ini diharapkan dapat memberikan masukan dan kebijakan berkaitan dengan upaya menarik niat beli ulang konsumen dengan cara memperhatikan persepsi kualitas dan citra merek produk indie clothing Inspired27 Malang di mata konsumen.

 

ABSTRACT

Choir, Mochammad, J. 2019. The impact of Perceived Quality to the Repurchase Intention of Inspired27”s Indie Clothing Product through the Brand Image (Case study on Inspired27 Consumers) . Sarjana’s Thesis, Department of Management, Faculty of Economic, Universitas Negeri Malang. Supervisor: Handri Dian Wahyudi, S.Pd., S.E., M.Sc.

Keywords: perceived quality, brand image, repurchase intention.

Economic development is quite good in recent years making consumption of secondary and tertiary needs has increased drastically, mainly in the field of fashion. This research is conducted to know

(1) The description of perceived quality, brand image and the intention of re-purchase indie clothing product of Inspired27 Malang

(2) Influence of perceived quality on the intention of re-purchase indie clothing product of Inspired27 Malang.

(3) Influence of perceived quality on indie clothing product brand image of Inspired27 Malang.

(4) Influence of brand image on the intention of re-purchase indie clothing product of Inspired27 Malang.

(5) Influence of perceived quality on the intention of repurchase indie clothing product of Inspired27 Malang through brand image.

The population in this study are all the consumers which ever make a purchase on indie clothing Inspired27 Malang. Methods used in sampling that is purposive sampling and obtained samples of as many as 140 respondents. Data collection techniques in the study using a questionnaire.

The results of this study showed that

(1) perceived quality has a positive and significant impact on the intention of re-purchase indie clothing product of Inspired27 Malang.

(2) perceived quality has a positive and significant impact on indie clothing product brand image of Inspired27 Malang.

(3) brand image has a positive and significant impact on the intention of re-purchase of indie clothing product of Inspired27 Malang.

(4) perceived quality has a positive and significant impact on the intention of re-purchase indie clothing product of Inspired27 Malang through the brand image.

From this research expected to provide input and policy related to the efforts of increasing consumers repurchase intention by way of paying attention to the brand image and the perceived quality indie clothing product of Inspired27 Malang based on consumers sides.