Pengaruh Brand Prestige, Brand Credibility, dan Brand Knowledge terhadap Purchase Intention pada Inline Skate Flying Eagle di Jakarta
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Abstract
The purpose of this study was to examine the influence of the three variables of brand prestige, brand credibility, and brand knowledge on the purchase intention of inline skate Flying Eagle in Jakarta. The rationale of this study was because studies research focusing on inline skates isn’t yet available. The statistical method used was Regression analysis and SPSS as tools were used to process the data and descriptive statistics were obtained using IBM SPSS. The questionnaire was distributed online and used 125 respondents as a test tool and the type of sampling used was purposive sampling. The results obtained from the study and all independent variables have a significant effect on the brand credibility and brand knowledge variable. While brand prestige doesn’t have a significant effect on purchase intention. The ultimate goal of this research is that the company can find out the factors that must be improved.
Tujuan penelitian ini adalah untuk menguji hubungan ketiga variabel brand prestige, brand credibility, dan brand knowledge terhadap niat beli Inline Skate Flying Eagle di Jakarta. Permasalahannya penelitian tentang inline skate belum banyak dilakukan, dan melihat pengaruhnya melalui variabel-variabel yang ada. Metode statistik menggunakan Regresi dan SPSS sebagai alat bantu digunakan untuk mengolah data dan statistik deskriptif diperoleh dengan menggunakan IBM SPSS. Kuesioner disebarkan secara online dan menggunakan 125 responden sebagai alat uji dan jenis pengambilan sampel yang digunakan adalah purposive sampling. Hasil yang diperoleh dari penelitian dan semua variabel independen berpengaruh signifikan terhadap variabel kredibilitas merek dan pengetahuan merek. Sedangkan prestige merek tidak berpengaruh signifikan terhadap niat beli. Tujuan akhir dari penelitian ini adalah agar perusahaan dapat mengetahui faktor-faktor yang harus ditingkatkan.
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