PENGARUH KREDIBILITAS MEREK TERHADAP NIAT BELI DENGAN MEDIASI KUALITAS YANG DIRASA KONSUMEN PRODUK BATIK JETIS DI SIDOARJO

Authors

  • Banu Caesar Firmansyah STIE Perbanas Surabaya
  • Emma Julianti STIE Perbanas Surabaya

DOI:

https://doi.org/10.14414/jbb.v4i2.369

Keywords:

Brand Credibility, Perceived Quality, Purchase Intention, Batik Jetis Sidoarjo

Abstract

The purpose of this study is to examine the effect of brand credibility on the purchase intentionmediated by consumer’s 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 Jetis’s 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 customer’s perceived quality.While customer’s perceived quality has no significant effect on the purchase intention.Likewise, brand credibility has no significant influence on customer’s purchase intention.Based on these results we can conclude that customer’s perceived quality does not mediatethe relationship between the credibility of the brand with the customer’s purchase intention.

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Published

2015-05-01

How to Cite

Firmansyah, B. C., & Julianti, E. (2015). PENGARUH KREDIBILITAS MEREK TERHADAP NIAT BELI DENGAN MEDIASI KUALITAS YANG DIRASA KONSUMEN PRODUK BATIK JETIS DI SIDOARJO. Journal of Business &Amp; Banking, 4(2), 165–176. https://doi.org/10.14414/jbb.v4i2.369