Dampak brand awareness, brand association, perceived quality terhadap purchase intention pada produk hand and body lotion

DETAIL KOLEKSI

Dampak brand awareness, brand association, perceived quality terhadap purchase intention pada produk hand and body lotion

5.0

Oleh : Trisha Yustia Maharani

Info Katalog

Nomor Panggil : 022001801181

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2022

Pembimbing 1 : Robert Kristaung

Subyek : Marketing - Management;Quality of products

Kata Kunci : brand awareness, brand association, perceived quality, purchase intention

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2022_TA_SMJ_022001801181_Halaman-Judul.pdf	9
2.	2022_TA_SMJ_022001801181_Lembar-Pengesahan.pdf	5
3.	2022_TA_SMJ_022001801181_Bab-1-Pendahuluan.pdf	6
4.	2022_TA_SMJ_022001801181_Bab-2-Tinjauan-Pustaka.pdf	7
5.	2022_TA_SMJ_022001801181_Bab-3-Metode-Penelitian.pdf	16
6.	2022_TA_SMJ_022001801181_Bab-4-Analisis-dan-Pembahasan.pdf	11
7.	2022_TA_SMJ_022001801181_Bab-5-Kesimpulan.pdf	3
8.	2022_TA_SMJ_022001801181_Daftar-Pustaka.pdf	4
9.	2022_TA_SMJ_022001801181_Lampiran.pdf	18

Abstrak
Abstract

P Penelitian ini bertujuan untuk menguji dan menganalisa Pengaruh Brand Awareness, Brand Association, dan Perceived Quality terhadap Purchase Intention. Objek penelitian ini adalah Hand and Body Lotion. Data diperoleh dengan menyebarkan kuesioner secara online kepada konsumen pengguna Hand and Body Lotion Citra, Marina, dan Vaseline yang berusia minimal 18 tahun sampai berusia 30 tahun ke atas dan pernah menggunakan Hand and Body Lotion Citra, Marina, dan Vaseline dalam kurun waktu 3 bulan terakhir. Jumlah sampel sebanyak 180 responden dan metode pengambilan sampel pada penilitian ini menggunakan metode non probability Structural Equation Model (SEM). Hasil penelitian menunjukkan bahwa tidak terdapat pengaruh signifikan Brand Awareness terhadap Purchase Intention. Terdapat pengaruh signifikan Brand Association dan Perceived Quality terhadap Purchase Intention.

T This study aims to examine and analyze the influence of Brand Awareness, Brand Association, and Perceived Quality on Purchase Intention. The object of this research is Hand and Body Lotion. Data was obtained by distributing online questionnaires to consumers who use Hand and Body Lotion Citra, Marina, and Vaseline who are at least 18 years old to 30 years old and over and have used Citra, Marina, and Vaseline Hand and Body Lotions within the last 3 months.The number of samples is 180 respondents and the sampling method in this research uses the non-probability Structural Equation Model (SEM) method. The results showed that there was no significant effect of Brand Awareness on Purchase Intention. There is a significant influence of Brand Association and Perceived Quality on Purchase Intention.