FARHAN, TUBAGUS MUHAMMAD (2021) PENGARUH KEMASAN TERHADAP KESADARAN MEREK DAN MINAT BELI : STUDI IKON BETAWI PADA OLEH-OLEH JAKARTA. Masters thesis, Universitas Tarumanagara.
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Abstract
This research aimed to determine the effect of kemasan on kesadaran merek and minat beli of retail industry product in Indonesia. Researcher used Oleh-oleh Jakarta Mpok Nini brand as free retail industry model. Questionnaires method was used in this research. Data were analyzed using SmartPLS 3.29 by using data of 103 respondents who knows Oleh oleh Jakarta Mpok Nini product. The result of the research show that of ethnic icon on product kemasan have positive impact on kesadaran merek and minat beli. The research provides insight to academics and regional retail industry about how to manage kesadaran merek and minat beli of retail industry product in Indonesia. Keywords: Packaging, Brand Awareness, Purchase Intention, Ethnic Icon, Retail Industry.
| Item Type: | Thesis (Masters) |
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| Additional Information: | Pembimbing: Dr. Miharni Tjokrosaputro, SE, MM |
| Uncontrolled Keywords: | Packaging, Brand Awareness, Purchase Intention, Ethnic Icon, Retail Industry. |
| Subjects: | Tesis Tesis > Pascasarjana |
| Divisions: | Pascasarjana |
| Depositing User: | Pasca Perpus |
| Date Deposited: | 16 Dec 2022 08:09 |
| Last Modified: | 16 Dec 2022 08:09 |
| URI: | http://repository.untar.ac.id/id/eprint/37947 |
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