The Influence of Brand Image and Customer Perceived Value Toward Purchase Intention on Etude House Cosmetic As A Korean Product in Pontianak.

Abstract

The Influence of Brand Image and Customer Perceived Value Toward   Purchase Intention on Etude House Cosmetic As A Korean   Product   in   Pontianak.

By : Maulida Luthfy (B12112014)

Majors: Management International

Ekonomi and Bisnis Faculty

Tanjungpura University, Pontianak

ABSTRACT

In this globalization era, many of cosmetic entered in Indonesia including korean cosmetic, korean wave greatly affect the lifestle of women in pontianak. In this research focus on Customer Perceived Value is custumer Assessment toward the product . Brand image is the image or perception which exists in the customers"™ mind. Purchase intention is the willingness of a customer to buy a product.

The purpose of this reasearch was to determine the effect of brand image and customer perceived value toward purchase intention of Etude House cosmetic as a korean product in Pontianak. The sample of this research is female, 16-40 years old. The data are obtained by using questionnaire. This research uses Validity test , Reliability test, Convergent validity test, and Path Coefficient test, which total sample is 100, and smartPLS to process the data..

The result of the research shows that there is a significant positive and relationship between brand image, customer perceived value and purchase intention.   H1:Brand Image has positive and sinificant effect on Customer Perceived Value (CPV), H2 : Brand Image has positive and significant effect on Purchase Intention. H3: Customer Perceived Value (CPV) has positive and significant effect on Purchase Intention.The result show that all hypotheses were accepted.

Keyword : Brand Image, Customer Perceived Value, Purchase Intention

Pengaruh Citra Merek dan Nilai yang Dirasakan Pelanggan Terhadap Niat Beli Kosmetik Etude House Sebagai Produk Korea Di Pontianak.

By : Maulida Luthfy

Jurusan Management International

Fakultas Ekonomi and Bisnis  

Universitas Tanjungpura, Pontianak

ABSTRAK

Di era globalisasi saat ini, banyaknya kosmetik yang masuk ke indonesia termasuk kosmetik korae, gelombang korea mempunyai pengaruh besar pada gaya hidup perempuan di pontianak. Penelitian ini fokus pada   nilai yang di rasakan pelanggan adalah penilaian terhadap produk. Citra merek adalah merek atau persepsi yang ada   di pikiran konsumen.Niat beli andalah krelaan konsumen untuk membeli produk.

Tujuan dari penelitian in adalah menentukan efek dari citra merek, nilai yang dirasakan pelanggan dan niat beli pada kosmetik Etude House sebagai produk   Korea di Pontianak. Sampel penelitian adalah wanita usia 16 "“ 40 tahun. Data diperoleh dari kuestioner. Penelitian ini menggunakan  uji validitas, tes Reabiliti, test validitas konvergen, dan   tes path analisis, dengan jumlah sample 100, dan proses data menggunakan smarPLS.

Hasil dari penelitian menunjukkan bahwa adanya pengaruh posotif yang signifikan dan hubungan antara citra merek, nilai yang di rasakan pelanggan dan niat beli. H1 : Citra merek memiliki dampak positif dan signifikan terhadap nilai yang dirasakan pelanggan, H2 : Nilai yang dirasakan pelanggan memiliki dampak positif dan signifikan terhadap niat beli, H3: Citra Merek memiliki dampak positif dan signifikan terhadap niat beli.Hasil penelitian menunjukkan bahwa semua hipotesis   di terima.

Kata Kunci : Citra Merek, Nilai yang Dirasakan Pelanggan, Niat beli.