Adi, Tegar Satria (2024) Pengaruh Brand Reputation dan Brand Trust Terhadap Purchase Intention McDonald's di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Purchase intention is the desire or intention of consumers to purchase a particular product or service. The higher the purchase intention of customers, the more it will increase the company's profits. Many factors can influence purchase intention at McDonald's, some of which are brand reputation and brand trust. This study aims to determine the effect of brand reputation and brand trust on McDonald's purchase intention in Surabaya. This research is quantitative, utilizing Smart PLS software as an analytical tool. The sampling technique used is purposive sampling, with a total of 81 respondents. Data testing techniques include validity and reliability tests, R-Square, and hypothesis testing using bootstrapping. Based on the research results, it can be concluded that: (I) brand reputation has a positive and significant effect on McDonald's purchase intention in Surabaya. Additionally, the results show that (II) brand trust has a positive and significant effect on McDonald's purchase intention in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Tegar Satria Adi | ||||||||
| Date Deposited: | 18 Sep 2024 04:36 | ||||||||
| Last Modified: | 18 Sep 2024 04:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28671 |
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