Rian Herdian Hidayat - 66160014 Primary Author Dr. Yani Restiani Widjaja, S.E., M.M (Pembimbing) Editor mixed material bibliography 2020/2021 id Indonesia

Skripsi

ABSTRAK Rian Herdian (66160014), Implikasi Citra Merek dan Kepercayaan Merek Terhadap Minat Beli Koran di Harian Pagi Radar Bandung. Radar Bandung adalah salah satu dari sekian banyak perusahaan surat kabar di Kota Bandung. Melihat dari dinamika perubahan zaman serta perkembangan dari para kompetitor, Radar Bandung harus senantiasa meningkatkan kepercayaan dari masyarakat serta citra yang baik dimata publik namun tantangan sebenarnya dari radar Bandung di era sekarang adalah mengenai digitalisasi media serta minat beli koran di masyarakat. Hal tersebut bertujuan agar kedepanya Radar Bandung bukan hanya menjadi surat kabar yang dipercaya masyarakat tetapi radar Bandung dengan semangat modern yang diharapkan dapat menjaring pangsa pasar baru dari kalangan milenial. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek terhadap minat beli, kepercayaan merek terhadap minat beli, serta citra merek dan kepercayaan merek terhadap minat beli di Harian pagi Radar bandung. Metode penelitian yang digunakan pada penelitian ini adalah kuantitatif dengan desain penelitian deskriftif dan verifikatif. Hasil penelitian menunjukan bahwa Citra Merek berpengaruh positif dan signifikan terhadap minat beli , kepercayaan merek berpengaruh signifikan terhadap minat beli, dan citra merek serta kepercayaan merek berpengaruh signifikan dan positif terhadap minat beli Koran di Radar Bandung berdasarkan hasil riset yang dilakukan secara parsial dan pemaparan deskriftif dari setiap poin variabel berdasarkan nilai yang diperoleh dari responden penelitian ABSTRACT Rian Herdian (66160014), Implications of Brand Image and Brand Trust on Buying Interest in Newspapers in the Morning Daily Radar Bandung. Radar Bandung is one of the many newspaper companies in the city of Bandung. Judging from the dynamics of changing times and the development of its competitors, Radar Bandung must always increase the trust of the public and a good image in the eyes of the public, but the real challenge of the Bandung radar in the present era is regarding media digitization and the interest in buying newspapers in the public. This aims to make Radar Bandung not only a newspaper that is trusted by the public but a Bandung radar with a modern spirit that is expected to capture new market share among millennials. This study aims to analyze the effect of brand image on purchase intention, brand trust on purchase intention, and brand image and brand trust on purchase intention in the morning newspaper Radar Bandung. The research method used in this research is quantitative with descriptive research design and verification. The results showed that brand image had a positive and significant effect on purchase intention, brand trust had a significant effect on purchase intention, and brand image and brand trust had a significant and positive effect on buying interest in newspapers at Radar Bandung based on the results of research conducted partially and descriptive descriptions of each variable point is based on the value obtained from the research respondents. Minat Beli Citra Merek Kepercayaan Merek NONE Digital Library ARS University Perpustakan Online ARS University 058/S1.MJ.SKP/2020-2021 S02272K Manajemen 058/S1.MJ.SKP/2020-2021 Hal Depan Bab 1 Bab 3 Bab 5 DAFTAR PUSTAKA Lampiran Screenshot_2023-03-13_094707.png.png 7120 2023-03-13 09:49:25 2023-03-13 09:49:55 machine generated