Nabila, Khasanah Ummah (2024) PENGARUH CITRA MEREK DAN KUALITAS PRODUK TERHADAP MINAT BELI BAJU THRIFTHING DIMEDIASI KEPERCAYAAN DAN SIKAP KONSUMEN DALAM PERSPEKTIF BISNIS ISLAM (Study Pada Pasar Perumnas Wayhalim Bandar Lampung). Diploma thesis, UIN Raden Intan Lampung.
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Abstract
ABSTRAK Perkembangan perdagangan telah memberikan ruang gerak yang sangat bebas dalam setiap transaksi sehingga barang dan jasa mudah dimiliki dan dikonsumsi oleh konsumen, salah satunya yaitu pakaian thrifthing merupakan salah satu kebutuhan yang paling mendasar bagi manusia yang sangat penting digunakan untuk menutupi dan melindungi tubuh dalam setiap aktivitasnya. Tujuan penelitian ini untuk menganalisis Pengaruh citra merek terhadap kepercayan konsumen, Pengaruh kualitas produk terhadap kepercayan konsumen, Peran mediasi kepercayaan konsumen pada hubungan citra merek dan kualitas produk, Peran mediasi sikap konsumen pada hubungan citra merek dan kualitas produk, Pengaruh citra merek terhadap minat beli, dan pengaruh kualitas produk terhadap minat beli. Penelitian ini menggunakan metode kuantitatif. Teknik pengumpulan data menggunakan data primer dengan metode penyebaran kuesioner kepada pembeli pakaian thrifthing di pasar perumnas wayhalim Bandar Lampung. Teknik pengambilan sampel menggunakan rumus lemeshow sehingga ditetapkan sempel berjumlah 100 responden. Teknik analisis data dalam penelitian ini menggunakan model regresi linear berganda. Hasil Penelitian menyimpulkan Hubungan antara citra merek berpengaruh positif dan signifikan terhadap Kepercayaan konsumen, Hubungan antara kualitas produk berpengaruh positif dan signifikan terhadap kepercayaan konsumen, Peran mediasi kepercayaan konsumen memperkuat hubungan citra merek dan kualitas produk, Peran mediasi sikap konsumen memperkuat hubungan citra merek dan kualitas produk, Hubungan antara citra merek berpengaruh positif dan signifikan terhadap minat beli, dan Hubungan antara kualitas produk berpengaruh positif dan signifikan terhadap minat beli. Keywords : Citra merek, kualitas produk, kepercayaan, sikap konsumen, dan minat beli thrifthing.ABSTRACT The development of trade has provided very free space for movement in every transaction so that goods and services are easily owned and consumed by consumers, one of which is thrifting clothing which is one of the most basic needs for humans which is very important to use to cover and protect the body in every activity. The aim of this research is to analyze the influence of brand image on consumer trust, the influence of product quality on consumer trust, the mediating role of consumer trust on the relationship between brand image and product quality, the mediating role of consumer attitudes on the relationship between brand image and product quality, the influence of brand image on buying interest, and the influence of product quality on purchasing interest. This research uses quantitative methods. The data collection technique uses primary data by distributing questionnaires to buyers of thrifting clothing at the Wayhalim Perumnas market in Bandar Lampung. The sampling technique used the lemeshow formula so that a sample of 100 respondents was determined. The data analysis technique in this research uses a multiple linear regression model. Results. The research concludes that the relationship between brand image has a positive and significant effect on consumer trust, the relationship between product quality has a positive and significant effect on consumer trust, the mediating role of consumer trust strengthens the relationship between brand image and product quality, the mediating role of consumer attitude strengthens the relationship between brand image and product quality, The relationship between brand image has a positive and significant effect on purchase interest, and the relationship between product quality has a positive and significant effect on purchase interest. Keywords: Brand image, product quality, trust, consumer attitudes, and interest in buying thrifting.
Item Type: | Thesis (Diploma) |
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Subjects: | Manajemen Bisnis Syariah |
Divisions: | Fakultas Ekonomi dan Bisnis Islam > Manajemen Bisnis Syariah |
Depositing User: | LAYANAN PERPUSTAKAAN UINRIL REFERENSI |
Date Deposited: | 19 Aug 2024 07:00 |
Last Modified: | 19 Aug 2024 07:00 |
URI: | https://repository.radenintan.ac.id/id/eprint/34811 |
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