Pengaruh Brand Origin, Brand Credibility, Self-Image Congruence terhadap Purchase Intention dengan Brand Knowledge Sebagai Pemoderasi Pada Smartphone Samsung Android Di Banda Aceh

Putri Utami, Jasman J. Ma'ruf, Sorayanti Utami

Abstract


ABSTACT

This study aims to determine the influence of Brand Origin, Brand Credibility, Self-Image Congruence to Purchase Intention with Brand Knowledge As Moderating On Samsung Android Smartphone In Banda Aceh. The sample of this study consisted of 130 respondents who are familiar with samsung smartphone in Banda Aceh. This research method used questionnaire as research instrument. The sample technique used is non probability sampling. Moderate regression analysis method (MRA) is used to determine the effect of moderation involved. SPSS 22 is used to analyze data. The results show that Brand Origin, Brand Credibility, Self-Image Congruence influence to Purchase Intention, and Brand Knowledge as quasi moderate the influence of independent variables on the dependent variable

Keywords: Brand Origin, Brand Credibility, Self-Image Congruence,  Purchase Intention,  Brand Knowledge. 


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