Electronic Theses and Dissertation

Abstrak abstrak karya akhir diserahkan kepada tim penguji ujian akhir untuk memperoleh gelar magister manajemen pada program studi magister manajemen fakultas ekonomi dan bisnis universitas syiah kuala pengaruh kualitas layanan dan persepsi harga terhadap brand image dan dampaknya pada minat beli (studi pada bread and cake shop di sinabang) oleh: ahmad fuad mr. ibrahim npm. 2101202010032 konsenterasi: manajemen pemasaran pembimbing pertama: prof. dr. muhammad adam, se., mba pembimbing kedua: prof. dr. mahdani, se., mm penelitian ini bertujuan untuk pengaruh pengaruh kualitas layanan dan persepsi harga terhadap brand image dan dampaknya pada minat beli (studi pada bread and cake shop di sinabang). penelitian ini menggunakan teknik non-probability sampling dengan metode purposive sampling. penentuan jumlah sampel dalam penelitian 10 kali jumlah indikator penelitian. mengingat penelitian ini menggunakan 21 indikator, jumlah sampel minimal yang dibutuhkan adalah 210 responden (10 × 21 = 210) yang merupakan pelanggan pada bread and cake shop di sinabang. data diukur menggunakan skala likert yang menawarkan lima alternatif tanggapan. pengujian diskriptif dilakukan dengan aplikasi spss, sedangkan pengujian hipotesis langsung dilakukan dengan metode sem amos dan pengujian hipotesis tidak langsung menggunakan kalkulator sobel. hasil penelitian menunjukkan bahwa secara deskriptif, seluruh variabel penelitian berada pada kategori baik. secara langsung, kualitas layanan terbukti berpengaruh positif terhadap brand image, sementara persepsi harga tidak memiliki pengaruh signifikan terhadap brand image. minat beli dipengaruhi secara positif oleh kualitas layanan dan brand image, sedangkan persepsi harga berpengaruh negatif terhadap minat beli. pengujian mediasi menunjukkan bahwa brand image berperan sebagai mediator parsial dalam hubungan antara kualitas layanan dengan minat beli. namun, brand image tidak memediasi hubungan antara persepsi harga dan minat beli. kata kuci : kualitas layanan, persepsi harga, brand image, minat beli

ABSTRACT Abstract Final Work Submitted to the Final Examination Examiner Team to Obtain a Masters Degree in Management at the Master of Management Study Program, Faculty of Economics and Business, Syiah Kuala University THE INFLUENCE OF SERVICE QUALITY AND PRICE PERCEPTION ON BRAND IMAGE AND ITS IMPACT ON PURCHASE INTENTION (A STUDY OF BREAD AND CAKE SHOPS IN SINABANG) By: Ahmad Fuad MR. Ibrahim NPM. 2101202010032 Concentration: Marketing Management Supervisor: Prof. Dr. Muhammad Adam, SE., MBA Co-Supervisor: Prof. Dr. Mahdani, SE., MM This study aims to examine the influence of service quality and price perception on brand image and its impact on purchase intention, with a focus on bread and cake shops in Sinabang. This study uses a non-probability sampling technique using purposive sampling. The sample size was determined based on the rule of ten times the number of indicators used in the study. Given that the research utilized 21 indicators, the minimum required sample size was 210 respondents (10 × 21 = 210), all of whom were customers of bread and cake shops in Sinabang. Data were measured using a five-point Likert scale. Descriptive analysis was conducted using SPSS, while direct hypothesis testing was performed using the SEM-AMOS method. Indirect hypothesis testing was carried out using the Sobel calculator. The results indicate that, descriptively, all research variables fall within the “good” category. In terms of direct effects, service quality has a positive influence on brand image, while price perception does not show a significant effect on brand image. Purchase intention is positively affected by both service quality and brand image, whereas price perception has a negative influence on purchase intention. Mediation analysis reveals that brand image partially mediates the relationship between service quality and purchase intention. However, brand image does not mediate the relationship between price perception and purchase intention. Keywords : service quality, price perception, brand image, purchase interest