PENGARUH CITRA MEREK, KETERLIBATAN PRODUK, DAN KESADARAN MEREK TERHADAP NIAT BELI AIR MINUM DALAM KEMASAN MEREK CRYSTALLINE DI JAKARTA

OCTIVIANI, CHRISTI (2020) PENGARUH CITRA MEREK, KETERLIBATAN PRODUK, DAN KESADARAN MEREK TERHADAP NIAT BELI AIR MINUM DALAM KEMASAN MEREK CRYSTALLINE DI JAKARTA. Masters thesis, Universitas Tarumanagara.

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Abstract

This study aims to examine whether brand image, product involvement, and brand awareness affect the purchase intention of consumers of bottled water in the Crystalline brand in Jakarta. This study conducted a survey with random sampling from 279 respondents in Jakarta. Data was taken using a questionnaire. Data were analyzed using partial least square structural equation modeling (PLS-SEM). The results showed that brand awareness and product involvement have an effect on purchase intention, but brand image had no effect on purchase intention. Keywords: Brand image, product involvement, brand awareness, purchase intention

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Cokki, S.E., M.M
Uncontrolled Keywords: Brand image, product involvement, brand awareness, purchase intention
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 21 Dec 2022 06:06
Last Modified: 21 Dec 2022 06:06
URI: http://repository.untar.ac.id/id/eprint/38043

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