Pramudyawardana, Tesalonika (2024) Pengaruh Event Sponsorship, Brand Personality Dan Quality Perceived Terhadap Keputusan Pembelian Pada Platinum Music Studio. Undergraduate thesis, Universitas Katolik Darma Cendika Fakultas Ekonomi.
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Abstract
This research was formed with the aim of providing material to examine the partial and simultaneous influence of event sponsorship (X1), brand personality (X2) and perceived quality (X3) variables on purchasing decisions (Y). The data processing used in this research is using the SPSS 25 application with the validity test method, reliability test, classical assumption test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression test, coefficient of determination test. Apart from that, simultaneous and partial tests were also carried out to determine the effect on this research. The population used is all consumers who have never or have ever made a purchase at Platinum Music Studio. This research uses quantitative techniques. The sample used was 100 respondents. The population in this research is consumers who have made purchases at other studios and consumers who have made purchases at Platinum Music Studio in quantities that are still unknown. The sampling technique is by using a questionnaire. The data analysis technique is to use validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, coefficient of determination, F test, and t test. The results of data processing in this study show that partially (1) sponsorship events have a significant influence on purchasing decisions, meaning that by increasing sponsorship events in companies, purchasing decisions will increase, (2) brand personality has a significant influence on purchasing decisions because of the strength of the brand. personality in a company will have an increasing effect on purchasing decisions, (3) perceived quality has a significant influence on purchasing decisions, meaning that the better the consumer's assessment of a company, the greater the influence on purchasing decisions, (4) event sponsorship, Brand personality and quality perception simultaneously have a significant influence on purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Event sponsorship, brand personality, quality perceived, and purchasing decisions | ||||||||
| Subjects: | H Social Sciences > HB Economic Theory | ||||||||
| Divisions: | Fakultas Ekonomi > Prodi Manajemen | ||||||||
| Depositing User: | Tesalonika Pramudyawardana | ||||||||
| Date Deposited: | 08 Mar 2024 05:04 | ||||||||
| Last Modified: | 08 Mar 2024 05:04 | ||||||||
| URI: | http://repositori.ukdc.ac.id/id/eprint/1685 |
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