PENGARUH BRAND IMAGE DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA KONSUMEN PENGGUNA KOSMETIK WARDAH DI KOTA BANDUNG - Wine Alfath Indriyani Ilmaris, - (2020)
Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan perceived value terhadap purchase intention pada konsumen pengguna kosmetik Wardah di Kota Bandung. Pendekatan penelitian menggunakan pendekatan kuantitatif. Jumlah responden dalam penelitian ini sebanyak 350 orang konsumen pengguna kosmetik Wardah di Kota Bandung. Penelitian ini menggunakan tiga instrumen yaitu Brand Image Scale untuk mengukur brand image, Perceived Value Scale untuk mengukur perceived value dan Theory Of Planned Bahavioral untuk mengukur perilaku purchase intention. Teknik analisis data dalam penelitian ini menggunakan teknik analisis regresi linier berganda. Penelitian ini menghasilkan: 1) Terdapat pengaruh brand image terhadap purchase intention pada konsumen pengguna kosmetik Wardah di Kota Bandung; 2) Terdapat pengaruh perceived value terhadap purchase intention pada konsumen pengguna kosmetik Wardah di Kota Bandung; 3) Terdapat pengaruh brand image dan perceived value terhadap purchase intention pada konsumen pengguna kosmetik Wardah di Kota Bandung. Sehingga dapat disimpulkan bahwa brand image dan perceived value mempengaruhi purchase intention pada konsumen pengguna kosmetik Wardah di Kota Bandung. Kata kunci: brand image, perceived value, purchase intention ABSTRACT Wine Alfath Indriyani Ilmaris (1500944). The Effect of Brand Image and Perceived Value towards Purchase Intention by Wardah Cosmetics's Consumer in Bandung. Bachelor's Thesis. Department of Psychology, Faculty of Education Science, Indonesian University of Education (2019). This study aims to determine the effect brand image and perceived value towards purchase intention by Wardah cosmetics's consumer in the city of Bandung. The research approach uses a quantitative approach. The number of respondents in this study were 350 consumer Wardah in the city of Bandung. This study uses three instruments, namely Brand Image Scale to measure brand image, Perceived Value Scale to measure perceived value and Theory of Planned Behavioral to measure purchase intention. The analysis technique in this study uses the Multiple Linear Regression (MLR) analysis technique. This research results: 1) There is a brand image effect on Purchase intention; 2) There is an influence of perceived value on purchase intention; 3) There is brand image and perceived value influence on purchase intention. From this study, it can be concluded that the brand image and perceived value can influence purchase intention by Wardah cosmetics's consumer in the city of Bandung. Keywords: brand image, perceived value, purchase intention