PENGARUH KREDIBILITAS MEREK TERHADAP NIAT BELI DENGAN MEDIASI KUALITAS YANG DIRASA KONSUMEN PRODUK BATIK JETIS DI SIDOARJO
Abstrak: The purpose of this
study is to examine the effect of brand credibility on the purchase
intentionmediated by consumers perceived quality of batik Jetis in Sidoarjo.
This research wasconducted in Sidoarjo communities who have seen batik Jetis
Sidoarjo. The data used wereprimary data obtained directly from respondents by
using questionnaire. The respondentswere batik Jetiss consumers. Samples used
were selected through judgment sampling techniques.One hundred forty five
questionnaires were distributed to the respondents. One hundredand ten data was
analyzed using SEM and processed using software AMOS 21. The resultsshowed that
brand credibility has a significant influence on customers perceived
quality.While customers perceived quality has no significant effect on the
purchase intention.Likewise, brand credibility has no significant influence on
customers purchase intention.Based on these results we can conclude that
customers perceived quality does not mediatethe relationship between the
credibility of the brand with the customers purchase intention.
Penulis: Banu Caesar
Firmansyah, Emma Julianti
Kode Jurnal: jpakuntansidd141332
