Rosyada, Maulin Amrina (2023) PENGARUH SAFETY INGREDIENTS, ONLINE CUSTOMER REVIEW DAN BRAND AWARENESS TERHADAP PURCHASE INTENTION PADA PRODUK N’PURE DI JABODETABEK MELALUI ATTITUDE. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) MAULIN AMRINA ROSYADA (115200254) (B) THE INFLUENCE OF SAFETY INGREDIENTS, ONLINE CUSTOMER REVIEW, AND BRAND AWARENESS ON PURCHASE INTENTION OF N’PURE PRODUCTS IN JABODETABEK THROUGH ATTITUDE (C) XVIII + 91 Pages, 35 Tables, 9 Figures, 6 Appendices (D) MARKETING MANAGEMENT (E) Abstract: In this millennial era, the development of the cosmetic industry has become the center of attention, where the cosmetic industry is built on the basis of products and services that provide satisfaction to individuals. The purpose of this research is to examine the influence of safety ingredients, online customer reviews, and brand awareness on purchase intention for N'Pure products in the Jabodetabek area through Attitude. The sample taken consists of 200 respondents who are familiar with N'Pure products in the Jabodetabek area. Purposive sampling method is used by distributing it online and then analyzed using smart-pls 4.0. The results of this research indicate that safety ingredients, online customer reviews, brand awareness, and attitude have a positive and significant impact on purchase intention. Attitude positively and significantly mediates the influence of safety ingredients and brand awareness on purchase intention. Attitude mediates online customer reviews, which have a positive but not significant impact on purchase intention. (F) References (G) Dr. Galuh Mira Saktiana, S.E., M.Sc ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) MAULIN AMRINA ROSYADA (115200254) (B) PENGARUH KEAMANAN BAHAN, ULASAN PELANGGAN ONLINE, DAN KESADARAN MEREK TERHADAP NIAT BELI PADA PRODUK N’PURE DI JABODETABEK MELALUI ATTITUDE (C) XVIII + 91 Halaman, 36 Tabel, 9 Gambar, 6 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstract: Di era millenial ini perkembangan industri kosmetik menjadi pusat perhatian, dimana industri kosmetika dibangun atas dasar produk dan jasa yang memberikan kepuasan bagi seseorang. Tujuan penelitian ini untuk menguji pengaruh safety ingredients, online customer review, dan brand awareness terhadap purchase intention pada produk N’Pure di Jabodetabek melalui Attitude. Sampel yang diambil adalah 200 responden orang yang mengetahui produk N’Pure di Jabodetabek. Metode purposive sampling digunakan dengan menyebarkan secara online yang kemudian dianalisis menggunakan smart-pls 4.0. hasil dari penelitian ini adalah safety ingredients, online customer review, brand awareness, dan attitude berpengaruh positif dan signifikan terhadap purchase intention. Attitude secara positif dan signifikan memediasi safety ingredients dan brand awareness terhadap purchase intention. Attitude memediasi Online customer review yang memiliki pengaruh positif dan tidak signifikan terhadap purchase intention. (F) Daftar Acuan (G) Dr. Galuh Mira Saktiana, S.E., M.Sc
| Item Type: | Thesis (Skripsi) |
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| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 29 Aug 2024 07:26 |
| Last Modified: | 29 Aug 2024 07:26 |
| URI: | http://repository.untar.ac.id/id/eprint/44025 |
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