Analisi Faktor Purchase Intention Pada Pengguna Motor Honda Vario di Kota Samarinda --Ed. 1

ABSTRACT
The purpose of this paper is to analyze analysis of purchase intention
factors in Honda Vario Motorcycle users in Samarinda City. This paper uses a
quantitative approach using path analysis processed with IBM SPSS Statistic 23
and Structural Equation Modeling (SEM) software with IBM AMOS V software.
Used sample of 105 people taken from a number of users Honda Vario
Motorcycle in the city of Samarinda. Scale measurement using Likert scale with a
score from 1 - 5. In this study the questionnaire has been tested the validity and
reliabilit , then carried out further test of estimation and structural test fit model.
Based on structural models we found Brand Experience and Brand
Personality has significant impact on Perceived Quality, Brand Awareness and
Familiarity has no significant impact on Perceived Quality. Brand Experience,
Brand Personality and Perceived Quality has significant impact on Purchase
Intention, Brand Awareness and Familiarity has no Significant impact on
Purchase Intention.
Keyword : Brand Awareness, Brand Experience, Brand Personality, Familiarity,
Purchase Intention, Honda Vario Motorcycle, Samarinda City.
ABSTRAK
Penelitian ini bertujuan untuk menganalisa analis faktor purchase
intention pada pengguna Motor Honda Vario di Kota Samarinda. Penelitian ini
menggunakan Pendekatan Kuantitatif dengan menggunakan path analysis yang
diolah dengan software IBM SPSS Statistic 23 dan Structural Equation Modeling
(SEM) dengan Software IBM AMOS 5. Penelitian ini menggunakan sampel
sebanyak 105 orang yang di ambil dari sejumlah pengguna Motor Honda Vario
yang berada di Kota Samarinda. Skala pengukuran menggunakan skala likert
dengan skor 1-5. Dalam penelitian ini juga dilakukan uji validitas dan uji
reliabilitas, selanjutnya dilakukan uji estimasi dan uji structural model fit.
Berdasarkan Model Structural dapat dibuktikan bahwa Brand Experience
dan Brand Personality berpengaruh signifikan terhadap Perceived Quality dan
Brand Awareness serta Familiarity berpengaruh tidak signifikan terhadap
Perceived Quality. Brand Experience, Brand Personality dan Perceived Quality
berpengaruh signifikan terhadap Purchase Intention. Brand Awareness dan
Familiarity berpengaruh tidak signifikan terhadap Purchase Intention.
Kata kunci : Brand Awareness, Brand Experience, Brand Personality,
Familiarity, Perceived Quality, Purchase Intention, Motor Honda Vario, di Kota
Samarinda.