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, Universitas Multimedia Nusantara.

	Text HALAMAN_AWAL.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (538kB)
	Text DAFTAR_PUSTAKA.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (352kB)
Preview	Text BAB_I.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (852kB) | Preview
Preview	Text BAB_II.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (438kB) | Preview
	Text BAB_III.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (874kB)
	Text BAB_IV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (729kB)
	Text BAB_V.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (210kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (3MB)

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)
Creators:	Shanti, Metta (00000028596)
Contributors:	Pramudito, Eko Sigit (0302057904) Silviani, Arum
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
Sustainable Development Goals:	Goal 08. Promote sustained, inclusive and sustainable economic growth, full and productive employment and work for all Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Management
Date Deposited:	30 Nov 2022 07:39
URI:	https://kc.umn.ac.id/id/eprint/20293

Actions (login required)

View Item