SKRIPSI PENGARUH INTEGRTY, BRAND IMAGE, DAN BRAND FAMILIARTY TERHADAP ATTITUDE DAN INTENTION PADA KONSUMEN PIZZA HUT DI KOTA SAMARINDA --

ABSTRACT
The purpose of this study was to analyze and prove the effect of Integrity on Attitude on Pizza Hut consumers in the city of Samarinda. the influence of Brand Image on Attitude to Pizza Hut consumers in Samarinda, the effect of Brand Familiarity on Attitude to Pizza Hut consumers in Samarinda, the effect of Integrity on Intention to Pizza Hut consumers in Samarinda, the effect of Brand Image on Intention to Pizza Hut consumers in Samarinda , the effect of Brand Familiarity on Intention to Pizza Hut consumers in Samarinda, and the effect of Attitude on Intention to Pizza Hut consumers in Samarinda. This study uses a survey method with a sample of 140 people living in Samarinda. Sampling using the technique of Accidental Sampling Methode and Accidental Random Sampling. Data from the respondents were then tabulated and tested using statistical methods. Data were collected using research tools (questionnaires) which have been tested for validity and reliability. From the test results, all research question instruments were declared valid (coefficient value > 0.30) and declared reliable (alpha value > 0.60). The results of the study after statistical testing with SEM-AMOS version 5.0 showed the following results Integrity had a significant effect on Attitude for Pizza Hut consumers in Samarinda, Brand Image had a significant effect on Attitude for Pizza Hut consumers in Samarinda, Brand Familiarity had a significant effect on Attitude to Pizza Hut consumers in Samarinda, Integrity has no significant effect on Intention of Pizza Hut consumers in Samarinda, Brand Image has no significant effect on Intention of Pizza Hut consumers in Samarinda, Brand Familiarity has a significant effect on Intention of Pizza Hut consumers in the city Samarinda, and Attitude have a significant effect on the Intention of Pizza Hut consumers in the city of Samarinda.
Keyword : Integrity, Brand Image, Brand Familiarity, Attitude, Intention