“Pengaruh Marketing Capability, Customer Engagement, Customer Perception terhadap Purchase Intention pada Produk Bihun Jagung “Padamu” di Surabaya

CHANGDA, STEVASYA (2019) “Pengaruh Marketing Capability, Customer Engagement, Customer Perception terhadap Purchase Intention pada Produk Bihun Jagung “Padamu” di Surabaya. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.

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Abstract

Food is a basic (primary) human need. As time goes on, knowledge and technology, people always innovate to meet their basic needs. The innovation in processing raw materials began to emerge, one of which was to process corn starch into corn vermicelli. One brand of corn vermicelli that can be consumed by consumers is Bihun Jagung "Padamu". This research was made to identify the effect of Marketing Capability, Customer Engagement, Customer Perception toward Purchase Intention on Bihun Jagung “Padamu” Products in Surabaya. This research was carried out by distributing questionnaires to 75 respondents who knew the corn vermicelli “Padamu” product. The analysis technique used in this study is quantitative with a non-probability sampling method that is purposive sampling, to analyze the influence of Marketing Capability, Customer Engagement, Customer Perception toward Purchase Intention. The results of this study indicate that Marketing Capability, Customer Engagement, Customer Perception have a strong influence toward Purchase intention based on coefficient of determination with the result of R Square 0.956 and with the result of Adjusted R Square 0.911 or 91.1% that remaining influence by other factors. The most dominant variable of influence ic Customer Engagement based on the result of ttest 7.840 which is greater than ttable (1.99394). The results of this study are expected to help many parties to understand the factors that support customer Purchase Intention on Bihun Jagung "Padamu" products.

Item Type:

Thesis (Undergraduate)

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