Pengaruh Brand Awareness, Brand Association, dan Product Knowledge terhadap Purchase Intention: Telaah pada Brand Skincare Clay Botanicals

Shanti, Metta (2022) Pengaruh Brand Awareness, Brand Association, dan Product Knowledge terhadap Purchase Intention: Telaah pada Brand Skincare Clay Botanicals. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Adanya fenomena korean wave di seluruh dunia termasuk Indonesia, membawa tren kecantikan Korea ke Indonesia. Hal ini menyebabkan banyak produk skincare dari Korea berdatangan ke Indonesia, sehingga banyak produk lokal yang muncul untuk bersaing di pasar. Penelitian dilakukan dengan tujuan untuk mengetahui apakah terdapat pengaruh brand awareness, brand association, dan product knowledge terhadap purchase intention pada produk skincare lokal Clay Botanicals. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan mengumpulkan responden sebanyak 100 responden, yang kemudian diolah dengan metode structural equation model (SEM) dengan menggunakan software SmartPLS 3. Hasil dari penelitian ini menunjukkan bahwa brand awareness tidak memiliki pengaruh terhadap purchase intention, sedangkan brand association dan product knowledge memiliki pengaruh terhadap purchase intention.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	produk skincare, brand awareness, brand association, product knowledge, purchase intention vii Brand Skincare Clay Botanicals, Metta Shanti, Universitas Multimedia Nusantara
Subjects:	000 Computer Science, Information and General Works > 000 Computer Science, Knowledge and Systems > 001 Knowledge 600 Technology (Applied Sciences) > 640 Home and Family Management > 640 Home and Family Management > 640.7 Purchasing Guides 600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel > 658.872 Brand, Branding
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	30 Nov 2022 07:39
Last Modified:	28 Jun 2023 08:08
URI:	https://kc.umn.ac.id/id/eprint/20293

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