Abstract
The purpose of this research is to determine the infulence of perceived quality, brand attitude and brand preference of the purchase intention frisian flag milk in Surabaya. The variables used in this research were perceived quality, brand attitude, brand preference and purchase intention. This research used judgement sampling technique in order to get samples. Structural Equation Modeling AMOS was used for the analysis technique in this research with 130 respondent. The results of this study proves that the perceived quality have a significant influence on brand attitudes but no significant influence on purchase intention. Brand attitudes have a significant influence on brand preference but have no significant influence on purchase intentions. Brand preference has no significant effect on purchase intention
Highlights
AB S T RAK Tujuan dari penelitian ini adalah untuk mengetahui pengaruh persepsi kualitas, sikap merek, dan preferensi merek terhadap niat pembelian susu bendera Frisian di Surabaya
The purpose of this research was to determine the effect of perceived quality, brand attitude, and brand preference on the purchase intention for Frisian flag milk in Surabaya
The JEL Classification: variables used in this research were perceived quality, brand attitude, brand preference, and purchase intention
Summary
Niat membeli oleh konsumen adalah awal dari para konsumen untuk memutuskan membeli merek tertentu. Adapun faktor–faktor yang dapat mempengaruhi ISSN 2088-7841 terbentuknya niat membeli adalah misalnya adanya pengaruh persepsi Volume 8 Number 2 kualitas, sikap merek, dan preferensi merek pada suatu produk atau November 2018 - April merek tersebut yang masih bertahan di dalamnya. Ini karena dipengaruhi dengan niat membeli konsumen terhadap suatu produk, khususnya pada susu kemasan Frisian Flag. Dilihat dari survey yang dilakukan oleh situs tersebut, naik turunnya penjualan susu kemasan Frisian Flag dapat dikaitkan dengan niat membeli konsumen yang dipengaruhi oleh beberapa faktor seperti persepsi kualitas, sikap merek, dan preferensi merek. 2. Adakah pengaruh signifikan persepsi kualitas terhadap sikap merek susu kemasan Frisian Flag di Surabaya? 3. Adakah pengaruh signifikan sikap merek terhadap niat beli susu kemasan Frisian Flag di Surabaya ? 5. Adakah pengaruh signifikan preferensi merek terhadap niat beli susu kemasan Frisian Flag di Surabaya ?
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