Pengaruh Product Perception, Brand Experience dan Brand Trust Terhadap Pengambilan Keputusan Pelanggan Untuk Menggunakan Layanan Prabayar

Dita, Setiowati Rahayu (2019) Pengaruh Product Perception, Brand Experience dan Brand Trust Terhadap Pengambilan Keputusan Pelanggan Untuk Menggunakan Layanan Prabayar. Undergraduate thesis, Universitas Pembangunan Jaya.

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Abstract

In this research entitled "The Influence of Product Perception, Brand Experience and Brand Trust on Customer’s Decision Making for Use Prepaid (Case Study at PT. PLN (Persero) UP3 Bintaro)", researcher wanted to know if there was any influence between product perception and brand experience to decision making directly and not directly through brand trust at PT. PLN (Persero) UP3 Bintaro. The research method used quantitative method. The variables used in this research are product perception and brand experience variable as independent variable, brand trust as intervening variable, and decision making variable as dependent variable. In the process of collecting data, questionnaires were distributed to 400 respondents as samples from the student population at PT. PLN (Persero) UP3 Bintaro. The obtained data then analyzed using Structural Equation Modeling (SEM) method through IBM SPSS AMOS 20 software. The result of this research show that product perception has positive and significant influence to brand trust, brand experience has positive and significant influence to brand trust, brand trust has positive and insignificant influence to decision making, product perception has positive and significant influence on decision making, and brand experience have a positive and insignificant influence on decision making. Keywords: product perception, brand experience, brand trust, decision making

Item Type:	Karya Tulis Ilmiah (KTI) (Undergraduate)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Mrs Viviana Sukirno
Date Deposited:	12 Oct 2020 01:33
Last Modified:	03 Jun 2022 07:27
URI:	http://eprints.upj.ac.id/id/eprint/323

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