Electronic Theses and Dissertation

Abstrak tujuan dari penelitian ini adalah untuk mengetahui besarnya perceived benefit dan brand image terhadap purchase decision yang dimediasi oleh purchase intention pada konsumen ibox di kota banda aceh. pengambilan sampel yang digunakan dalam penelitian adalah purposive sampling dengan jumlah responden sebanyak 210 responden, sedangkan teknik analisis data yang digunakan yaitu structural equation model. hasil penelitian menunjukkan perceived benefit berpengaruh terhadap purchase decision pada konsumen ibox di kota banda aceh. brand image berpengaruh terhadap purchase decision pada konsumen ibox di kota banda aceh. perceived benefit memiliki pengaruh signifikan terhadap purchase intention pada konsumen ibox di kota banda aceh. brand image berpengaruh signifikan terhadap purchase intention pada konsumen ibox di kota banda aceh. purchase intention berpengaruh purchase decision pada konsumen ibox di kota banda aceh. purchase intention memediasi (partial mediation) pengaruh perceived benefit terhadap purchase decision pada konsumen ibox di kota banda aceh. purchase intention memediasi (partial mediation) pengaruh brand image terhadap purchase decision pada konsumen ibox di kota banda aceh. kata kunci : perceived benefit, brand image, purchase intention, purchase decision

ABSTRACT The purpose of this study was to determine the magnitude of perceived benefit and brand image on purchase decisions mediated by purchase intention on iBox consumers in Banda Aceh City. The sampling used in the study was purposive sampling with a total of 210 respondents, while the data analysis technique used was the Structural Equation Model. The results showed that perceived benefit influenced purchase decisions on iBox consumers in Banda Aceh City. Brand image influenced purchase decisions on iBox consumers in Banda Aceh City. Perceived benefit has a significant influence on purchase intention on iBox consumers in Banda Aceh City. Brand image significantly influenced purchase intention on iBox consumers in Banda Aceh City. Purchase intention influenced purchase decisions on iBox consumers in Banda Aceh City. Purchase intention mediates (partial mediation) the influence of perceived benefit on purchase decisions on iBox consumers in Banda Aceh City. Purchase intention mediates (partial mediation) the influence of brand image on purchase decisions on iBox consumers in Banda Aceh City. Keywords: Perceived Benefit, Brand Image, Purchase Intention, Purchase Decision