PENGARUH PERCEIVED QUALITY, COMMERCIAL IMAGE, PRICE IMAGE TERHADAP PURCHASE INTENTION MELALUI BRAND EQUITY PRODUK STORE BRAND DI HYPERMARKET DAN SUPERMARKET DI SURABAYA
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menguji pengaruh perceived quality, commercial image, dan price image terhadap purchase intention melalui brand equity pada store brand di supermarket dan hypermarket di Surabaya. Pengolahan data dilakukan dengan menggunakan SPSS 18 for Windows dan Amos Graphics 21 for Windows. Teknik pengambilan sampel yang digunakan adalah non probability sampling dengan jenis purposive sampling. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden supermarket dan 200 responden hypermarket, responden yang memenuhi karakteristik populasi yang telah ditentukan dan diperoleh dari penyebaran kuesioner secara offline. Hasil penelitian ini menunjukkan adanya pengaruh positif perceived quality terhadap brand equity, pengaruh positif commercial image terhadap brand equity, pengaruh positif price image terhadap brand equity dan pengaruh positif brand equity terhadap purchase intention.
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