CD Tesis

Pengaruh Persepsi Kualitas dan Persepsi Harga Terhadap Perceived Value, Citra Perusahaan dan Minat Konsumen Komersial Bulog di Kota Pekanbaru

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The purpose of this study is to analyze the direct and indirect effect of
quality perception and price perception on purchase intention through perceived
value and corporate image. The population involved consumers who have ever
purchased Bulog’s commercial imported rice in Pekanbaru City. The sample
consisted of 140 people who were selected by purposive sampling technique. The
variables are quality perception and price perception as independent variables,
purchase intention as the dependent variable; and also perceived value and
corporate image as intervening variables. The data were analysed with path
analysis using SmartPLS.
The results showed that quality perception and price perception have
positive effect on purchase intention but not significant. Furthermore, quality
perception and price perception have positive and significant effect directly and
indirectly on purchase intention through perceived value but not significant
through the corporate image. Meanwhile perceived value has a positive and
significant effect on purchase intention and the corporate image has a positive but
not significant effect on purchase intention. The role of mediating effect of
perceived value was greater than the mediating effect the corporate image on the
relationship between quality perception and price perception on purchase
intention.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 04.114 (0333)

Penerbit

Pekanbaru : Universitas Riau- Pasca - Manajemen Pemasaran., 2014

Deskripsi Fisik

xv, 139 hlm,:ill,;29cm

Bahasa

ISBN/ISSN

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Klasifikasi

10 04.114 (0333)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Lubis

Versi lain/terkait

Lampiran Berkas

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