PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, TERHADAP PURCHASE INTENTION MELALUI PERCEIVED QUALITY PADA LANEIGE DI JAKARTA

WIJAYA, JESICA (2020) PENGARUH BRAND AWARENESS, BRAND ASSOCIATION, TERHADAP PURCHASE INTENTION MELALUI PERCEIVED QUALITY PADA LANEIGE DI JAKARTA. Masters thesis, Universitas Tarumanagara.

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Abstract

The purpose of this studywas to examine the effect of the relationship between Brand Awareness, Brand Association towards Purchase Intention through Perceived Quality of Laneige in Jakarta. The problems that exist in this research is the skincare research which are really rare, while many sources said that the sales of beauty products are increasingly growth every year. This research using causal dan descriptive methods. For collecting the sample and data, purposive sampling was used and successfully gathered 124 respondents. Structural Equation Modelling (SEM) and PLS were used to process the data and descriptive statisticswere obtained using IBM SPSS. The results obtained from the research using Smartpls 3.0 tools are exogenous variables give a positive influence on endogenous variables of research that is the influence of Brand Awareness, Brand Association towards Purchase Intention through Perceived Quality of Laneige in Jakarta. The ultimate goal of this research so that companies can knowthe factors that must be upgraded from the Beauty Brand especially Laneige to be able to reach more consumers in Indonesia Keywords : Brand Awareness, Brand Association, Perceived Quality, Purchase Intenton

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Drs Rezi Erdiansyah., M.Si
Uncontrolled Keywords: Brand Awareness, Brand Association, Perceived Quality, Purchase Intenton
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 21 Dec 2022 08:22
Last Modified: 21 Dec 2022 08:22
URI: http://repository.untar.ac.id/id/eprint/38059

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