Pengaruh facial image dan cosmetic usage terhadap perceptions of brand personality
Info Katalog
File Repositori
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2011
Pembimbing 1 : Ina Oktaviana Matusin
Subyek : Product management;consumer behavior.
Kata Kunci : facial image, cosmetic usage, brand personality and brand attitude
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
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| 1. | 2011_TA_MJ_022060345_7.pdf |
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| 2. | 2011_TA_MJ_022060345_6.pdf |
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| 3. | 2011_TA_MJ_022060345_5.pdf |
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| 4. | 2011_TA_MJ_022060345_4.pdf |
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| 5. | 2011_TA_MJ_022060345_3.pdf |
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| 6. | 2011_TA_MJ_022060345_2.pdf |
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| 7. | 2011_TA_MJ_022060345_1.pdf |
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T ujuan dari penelitian ini adalah untuk : 1). Menganalisis pengaruh Facial Image terhadap Cosmetic Usage ? 2). Menganalisis pengaruh Facial Image terhadap Brand Personality ? 3). Menganalisis pengaruh Cosmetic Usage terhadap Brand Personality ? 4). Menganalisis pengaruh Facial Image terhadap Brand Attitude ? 5). Menganalisis pengaruh Brand Personality terhadap Brand Attitude ? 6). Menganalisis pengaruh Cosmetic Usage terhadap Brand Attitude ? Data dalam penelitian ini diperoleh dengan menyebarkan kuesioner kepada 140 reponden dengan teknik pengambilan sample yang digunakan adalah purposive sampling. Metode analisa yang digunakan untuk menguji hipotesa adalah Structural Equition Modeling (SEM). Hasil pengujian hipotesa menunjukan terdapat peng.aruh positif dari dimensi Facial Image, Cosmetic Usage, Brand Personality dan Brand Attitude. Semakin Body Shop meningkatkan Facial Image, Cosmetic Usage, Brand Personality maka akan meningkatkan Brand Attitude.
T he purpose of this study was to: 1). Analyze the effect on Cosmetic Facial Image Usage? 2). Analyze the influence of Facial Image on Brand Personality? 3). Analyze the influence of Cosmetic Usage on Brand Personality? 4). Analyze the influence of Facial Image on Brand Attitude? 5). Analyze the effect of Brand Personality on Brand Attitude? 6). Analyze the influence of Cosmetic Usage on Brand Attitude? .Data collected by distributing questionnaires to 140 respondent which from Body Shop customer, this study used Structural Equition Modeling (SEM) and using software SPSS 15.0. The result of this study stated that there is an positif influence on the Facial Image, Cosmetic Usage, Brand Personality and Brand Attitude. The better Body Shop improve Facial Image, Cosmetic Usage, and Brand Personality will increase Brand Attitude.
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