Bagaskara, Bintang and Garibaldi, Gemala (2017) Analyzing the Impact of Consumer-Based Brand Equity Towards Purchase Intention of Millennial Generation in Tanamera Serpong. Bachelor thesis, Swiss German University.

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Abstract

"Numerous previous research have proven the impact of brand equity towards purchase intention through a mediating variable. In this study, this relation will be studied directly through the consumer point of view, specifically within the millennial generation age range, in Tanamera Serpong by identifying the simultaneous and partial impact of consumer-based brand equity (CBBE) dimensions, which are physical attribute, staff behaviour, ideal self-congruence, brand identification and lifestyle congruence towards purchase intention. Questionnaires have been distributed to 102 respondent to determine said impact, which is then processed through the program SPSS to conduct normality, heteroscedasticity and multicollinearity tests as well as F-Test and T-Test to determine the hypotheses proposed. The result of these tests shown that although simultaneous impact of the dimensions of CBBE to purchase intention exist, only physical attribute and lifestyle congruence have significant impact for the case of millennial generation in Tanamera Serpong. Suggestions that is generated from this outcome are focusing effort on both physical attribute and lifestyle congruence aspects of Tanamera Serpong’s CBBE, along with improving staff behaviour, ideal self-congruence and brand identification of the premise.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Purchase Intention ; Coffee Shop ; Consumer-Based Brand Equity ; Millennial Generation ; Café
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Adityatama Ratangga
Date Deposited:	14 May 2020 08:24
Last Modified:	21 May 2020 15:02
URI:	http://repository.sgu.ac.id/id/eprint/138

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