Pengaruh Brand Logo, Brand Image Terhadap Purchase Intention Transportasi Online dengan Brand Attitude sebagai Mediasi

Feren Aprilia Putri, Kurniawati Kurniawati

Abstract


Semakin berkembangnya teknologi dan informasi, serta hadirnya berbagai macam aplikasi yang ada. Salah satunya trasportasi online yang menjadi salah satu peluang bisnis yang dapat memudahkan pelanggan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh brand logo, brand image terdahap purchase intention transportasi online dengan brand attitude sebagai mediasi. Penelitian ini menggunakan metode kuantitatif, dan populasi penelitian terdiri dari pengguna transportasi online sehingga diperoleh sampel sebanyak 240 responden menggunakan teknik non probability sampling. Penelitian ini melakukan penyebaran kuisioner dengan pengukuran skala likert yang terdiri dari lima poin dengan teknik analisa menggunakansofware SEM AMOS. Hasil dari penelitian ini bahwa Brand Logo memberikan dampak positif yang signifikan terhadap Brand Attitude. Brand Image memberikan dampak positif yang signifikan terhadap Brand Attitude. Brand Logo memberikan dampak positif yang signifikan terhadap Brand Image. Brand Attitude memberikan dampak positif yang signifikan terhadap Purchase Intention

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DOI: https://doi.org/10.37531/sejaman.v7i2.7781

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