PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK KOSMETIK THE BODY SHOP

HADI, MIRTSA ZAHARA (2020) PENGARUH BRAND IMAGE, BRAND AWARENESS, DAN BRAND TRUST TERHADAP PURCHASE INTENTION PRODUK KOSMETIK THE BODY SHOP. Masters thesis, Universitas Tarumanagara.

[img] Text
Cover_Mirtsa Zahara Hadi_117192033.pdf
Download (64kB)
[img] Text
Lembar Persetujuan_Mirtsa Zahara Hadi_117192033.pdf
Download (357kB)
[img] Text
Abstrak_Mirtsa Zahara Hadi_117192033.pdf
Download (123kB)
[img] Text
Daftar Isi_Mirtsa Zahara Hadi_117192033.pdf
Download (119kB)
[img] Text
Daftar Pustaka_Mirtsa Zahara Hadi_117192033.pdf
Download (48kB)

Abstract

This study aims to analyze the effect of brand image, brand awareness, and brand trust on purchase intention. The research model consists of three independent variables and one dependent variable. Data analysis procedure of this research was grouped into three stages, namely outer model analysis, inner model analysis and hypothesis testing. The study was conducted on respondents who had bought The Body Shop brand. The number of respondents sampled in this study was 100 respondents from a total of 119 respondents who answered the questionnaire that had been distributed. The data analysis technique used in this research is Partial Least Squares – Structural Equation Modeling (PLS-SEM) using Smart PLS software (3.3.0). The results of the study showed, that there was an insignificant positive effect of brand image on The Body Shop's purchase intention, while brand awareness positively and significantly influenced The Body Shop's purchaseintention, and there was a positive and significant influence of brand trust on The Body Shop's purchase intention. Keywords: Brand image, brand awareness, brand trust, purchase intention, The Body Shop

Item Type: Thesis (Masters)
Additional Information: Pembimbing: Dr. Keni , MM
Uncontrolled Keywords: Brand image, brand awareness, brand trust, purchase intention, The Body Shop
Subjects: Tesis
Tesis > Pascasarjana
Divisions: Pascasarjana
Depositing User: Pasca Perpus
Date Deposited: 22 Dec 2022 06:50
Last Modified: 22 Dec 2022 06:50
URI: http://repository.untar.ac.id/id/eprint/38073

Actions (login required)

View Item View Item
Repository UNTAR is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.