PENGARUH BRAND FAMILIARITY TERHADAP PURCHASE INTENTION MELALUI BRAND FIT PADA HOTEL INNA SIMPANG SURABAYA

  • Patricia Fransisca Thesman Jurusan Manajemen Fakultas Bisnis dan Ekonomika Universitas Surabaya
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Keywords: Co-brand, Brand Familiarity, Brand Fit dan Purchase Intention

Abstract

Penelitian ini bertujuan untuk menguji pengaruh brand familiarity terhadap purchase intention, pengaruh brand fit terhadap purchase intention, dan brand familiarity terhadap purchase intention yang dimediasi oleh brand fit customer Hotel Inna Simpang Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dan jenis penelitian ini adalah penelitian kausal. Variabel yang digunakan dalam penelitian ini adalah brand familiarity, brand fit dan purchase intention. Jumlah sampel yang digunakan dalam penelitian ini adalah 194 sampel. Teknik analisis data yang digunakan adalah Structural Equation Model (SEM) dengan menggunakan program SPSS versi 22 dan AMOS versi 21. Hasil dalam penelitian menunjukkan bahwa brand familiarity berpengaruh positif terhadap purchase intention. Brand fit berpengaruh positif terhadap purchase intention.Brand familiarity berpengaruh positif terhadap purchase intention yang dimediasi oleh brand fit Hotel Inna Simpang di Surabaya. 

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Published
2018-03-01
Issue
Vol. 7 No. 1 (2018): Calyptra : Jurnal Ilmiah Mahasiswa Universitas Surabaya (September)
Section
Bidang Manajemen (M)

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