PENGARUH PRICE DISPLAY TERHADAP PERSEPSI LUXURY BRAND ATTITUDE PADA PRODUK GUESS DI CENTRO SOLO PARAGON MALL SURAKARTA

Arisa, Aprilia Susanti and Awan, Kostrad Diharto, S.E., M.Ag (2017) PENGARUH PRICE DISPLAY TERHADAP PERSEPSI LUXURY BRAND ATTITUDE PADA PRODUK GUESS DI CENTRO SOLO PARAGON MALL SURAKARTA. skripsi thesis, IAIN Surakarta.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari brand attitude pada produk mewah. Penelitian ini menggunakan lima variabel yaitu price display sebagai variabel eksogen/bebas, perceived quality, perceived uniquenes dan perceived conspicuousness sebagai intervening dan brand attitude sebagai variabel endogen/terikat. Populasi dalam penelitian ini adalah konsumen produk Guess di Centro Solo Paragon Mall Surakarta, metode penarikan sampel menggunakan teknik purposive sampling dengan kriteria konsumen yang sudah melakukan pembelian produk Guess minimal satu kali di Centro Solo Paragon Mall Surakarta. Pengukuran dalam kusioner ini menggunakan skala interval 1-10 dan penelitian ini menggunakan 92 responden. Alat analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa: 1) price display berpengaruh signifikan terhadap perceived quality, 2) price display berpengaruh signifikan terhadap perceived uniqueness, 3) price display berpengaruh signifikan terhadap perceived conspicuousness, 4) perceived quality berpengaruh signifikan terhadap brand attitude, 5) perceived uniqueness berpengaruh signifikan terhadap brand attitude, 6) perceived conspicuousness berpengaruh signifikan terhadap brand attitude. This study to determine the effect of brand attitude on luxury products. This research uses five variables: price display as exogenous / perceived quality, perceived quality, perceived uniquenes and perceived conspicuousness as intervening and brand attitude as endogen / bound variable. The population in this research is consumer product Guess at Centro Solo Paragon Mall Surakarta, sampling method using purposive sampling technique with consumer criteria that have made purchasing Guess product at least once in Centro Solo Paragon Mall Surakarta. Measurements in this kusioner use a scale of 1-10 intervals and this study used 92 respondents. Analyzer used in this research is Partial Least Square (PLS). The result of this study shows that: 1) price display has significant effect on perceived quality, 2) price display has significant effect on perceived uniqueness, 3) price display has significant effect on perceived conspicuousness, 4) perceived quality has significant effect on brand attitude, 5) perceived uniqueness has significant effect on brand attitude, 6) perceived conspicuousness has significant effect on brand attitude.

Item Type: Thesis (skripsi)
Subjects: 300 Ilmu Sosial > 330 Economics
Divisions: Fakultas Ekonomi dan Bisnis Islam > Manajemen Syariah
Depositing User: Maha siswa
Date Deposited: 19 Mar 2018 02:28
Last Modified: 19 Mar 2018 02:28
URI: http://eprints.iain-surakarta.ac.id/id/eprint/1656

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