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MINAT BELI SEBAGAI MEDIASI PENGARUH BRAND IMAGE DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BATIK DI PEKALONGAN

Management Analysis Journal

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Title MINAT BELI SEBAGAI MEDIASI PENGARUH BRAND IMAGE DAN SIKAP KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN BATIK DI PEKALONGAN
 
Creator Nulufi, Kris; Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Semarang, Indonesia
Murwartiningsih, Murwartiningsih; Jurusan Manajemen, Fakultas Ekonomi, Universitas Negeri Semarang, Indonesia
 
Subject Brand Image; Consumer Attitudes; Purchase Decision; Purchase Intention
 
Description The purpose of this research is to know the influence of brand image and consumer attitudes towards purchase decision of batik directly and indirectly that mediated attract purchase intention of consumer Setono Wholesale Market and International Batik Center. The population in this research is the Consumer of batik at Setono Wholesale Market and International Batik Center (IBC) Pekalongan. The number of samples that are used in this research is 116 people by using accidental sampling with non probability sampling approach. Method of data collection using the questionnaire. Data analysis using regression analysis and path analysis. This research concluded that brand image has positive and significant effect directly on purchase decision, but consumer attitudes not significant effect directly on purchase decision. Whereas the brand image and consumer attitudes has positive and significant impact indirectly on purchase decision through purchase intention of consumer Setono Wholesale Market and International Batik Center. The conclusions of this study is proved that purchase intention can be mediated effect of brand image and consumer attitude on purchase decision
 
Publisher Management Analysis Journal
 
Contributor —
 
Date 2015-06-05
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.unnes.ac.id/sju/index.php/maj/article/view/7813
10.15294/maj.v4i2.7813
 
Source Management Analysis Journal; Vol 4, No 2 (2015): Management Analysis Journal
2502-1451
2252-6552
 
Language eng
 
Relation http://journal.unnes.ac.id/sju/index.php/maj/article/view/7813/5375