Analisis Pengaruh Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty terhadap Purchase Intention Q-San Just Spray

Eugenia, Amabel (2022) Analisis Pengaruh Brand Awareness, Brand Association, Perceived Quality, dan Brand Loyalty terhadap Purchase Intention Q-San Just Spray. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

Adanya pandemi virus Covid-19 yang terjadi di seluruh dunia termasuk Indonesia membawa dampak yang besar pada masyarakat Indonesia, hingga kasus kematian yang tinggi. Hal tersebut mengaibatkan masyarakat Indonesia harus menerapkan kebiasaan baru dengan cara menjaga kebersihan tangan salah satunya dengan menggunakan hand sanitizer. Penelitian ini dilakukan bertujuan untuk menganalisis apakah ada pengaruh dari brand awareness, brand association, perceived quality, dan brand loyalty terhadap purchase intention produk sanitizer Q-San Just Spray. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan responden sebanyak 164 responden, dan diolah menggunakan software SPSS versi 26. Hasil penelitian ini menunjukkan bahwa brand awareness dan perceived quality tidak memiliki pengaruh positif terhadap purchase intention, sedangkan brand association dan brand loyalty memiliki pengaruh positif terhadap purchase intention.

Item Type:	Thesis (Bachelor Thesis)
Keywords:	sanitizer, brand awareness, brand association, perceived quality, brand loyalty, purchase intention
Subjects:	300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing) 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations
Divisions:	Faculty of Business > Management
SWORD Depositor:	Administrator UMN Library
Depositing User:	Administrator UMN Library
Date Deposited:	22 Mar 2024 01:05
Last Modified:	22 Mar 2024 01:10
URI:	https://kc.umn.ac.id/id/eprint/28055

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