ANTESEDEN CITRA MEREK PATRIOTIK DAN DAMPAKNYA TERHADAP NIAT PEMBELIAN MEREK KEDAI KOPI LOKAL

Juan Pisente, Paulus Yokie Radnan

Abstract


Penelitian ini bertujuan untuk mengetahui Kualitas yang dirasakan, Kemampuan Perusahaan yang dirasakan, Integritas Perusahaan yang dirasakan, CSR yang dirasakan, Merek Pemberi Pekerjaan yang dirasakan sebagai Citra Merek Patriotik yang dirasakan serta pengaruhnya terhadap Niat Beli. Penelitian ini menggunakan metode pendekatan kuantitatif dengan metode pengumpulan data melalui kuesioner elektronik yang disusun menggunakan Google Form dan disebar melalui media online seperti LINE, WhatsApp dan Instagram. Teknik yang digunakan penelitian ini adalah non-probability sampling menggunakan judgement sampling dengan jumlah 385 responden. Hasil Penelitian ini menyimpulkan bahwa seluruh hipotesis didukung. Ada hubungan dan pengaruh positif antara Citra Merek Patriotik yang dirasakan dan Niat Beli, Kualitas yang dirasakan dan Niat Beli, Kualitas yang dirasakan dan Citra Merek Patriotik yang dirasakan, Kemampuan Perusahaan yang dirasakan dan Citra Merek Patriotik yang dirasakan, Integritas Perusahaan yang dirasakan dan Citra Merek Patriotik yang dirasakan, CSR yang dirasakan dan Citra Merek Patriotik yang dirasakan, CSR yang dirasakan dan Integritas Perusahaan yang dirasakan, Merek Pemberi Pekerjaan yang dirasakan dan Citra Merek Patriotik yang dirasakan dan Merek Pemberi Pekerjaan yang dirasakan bersama dengan CSR yang dirasakan. 


Keywords


Citra Merek Patriotik; Niat Beli; Kualitas yang dirasakan; CSR yang dirasakan; Integritas Perusahan yang dirasakan; Merek Pemberi Pekerjaan yang dirasakan

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References


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