PENGARUH ATRIBUSI NEGATIF TERHADAP CITRA MEREK DAN SIKAP TERHADAP MEREK: STUDI PADA NIAT BELI PRODUK H&M

Saputri, Elysabet Anggi (2021) PENGARUH ATRIBUSI NEGATIF TERHADAP CITRA MEREK DAN SIKAP TERHADAP MEREK: STUDI PADA NIAT BELI PRODUK H&M. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.

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Abstract

The paper examines the effect of negative attribution on brand image, brand attitude, and purchase intention in the context of Fast Fashion Brand, by seeing influence of negative attribution has on both brand image and brand attitude, which later on correlated with purchase intention to see the relationship purchase intention has on brand image and brand attitude. The study uses a quantitative approach through online questionnaire in which 167 responses were gathered using purpose sampling and analyzed using Struktural Equation Modeling (SEM) methods with partial Least Square (PLS) software version 3.2.9. the result of the analysis shows that negative attribution has negative influence on brand image, brand attitude, and purchase intention. The findings also shown the strong positive relationship is existed between brand image and purchase intention, on the other hand, brand attitude did not show a significant relationship on purchase intention

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