Stephen, Stephen (2023) PENGARUH BRAND AWARENESS, SOCIAL BRAND ENGAGEMENT, SUBJECTIVE NORMS TERHADAP PURCHASE INTENTION SKINCARE KAHF DI JAKARTA. Skripsi thesis, Universitas Tarumanagara.
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Abstract
ABSTRACT TARUMANAGARA UNIVERSITY FACULTY OF ECONOMICS AND BUSINESS JAKARTA (A) STEPHEN (115190117) (B) THE INFLUENCE OF BRAND AWARENESS, SOCIAL BRAND ENGAGEMENT, SUBJECTIVE NORMS ON PURCHASE INTENTION SKINCARE KAHF IN JAKARTA. (C) xvi + 75 Pages + 33 Tables + 5 Pictures + 6 Attachments (D) MARKETING MANAGEMENT (E) Abstract: The increasing need for the body and face is increasing so rapidly because this need has become commonplace for both women and men which makes the skincare industry in Indonesia continue to increase and with the encouragement of technology which really helps to facilitate activities in a long way. This research uses a non-probability method with a purposive sampling technique, which was obtained from 100 respondents' data distributed online using Google form and the data was analyzed using SmartPLS 4.0 with the SEM method. This research has criteria in accordance with the purposive sampling technique, namely the population that has used Kahf skincare in Jakarta. This research was conducted to test brand awareness, social brand engagement, subjective norms on purchase intention for Kahf skincare. Keywords: Brand Awareness, Social Brand Engagement, Subjective Norm, Purchase Intention (F) Reference list: 36 (1991 – 2023) (G) Tommy Setiawan Ruslim, S.E., M.M. ABSTRAK UNIVERSITAS TARUMANAGARA FAKULTAS EKONOMI DAN BISNIS JAKARTA (A) STEPHEN (115190117) (B) PENGARUH KESADARAN MEREK, KETERLIBATAN MEREK SOSIAL, NORMA SUBJEKTIF TERHADAP NIAT MEMBELI PADA PERAWATAN KULIT KAHF DI JAKARTA. (C) xvi + 75 Halaman + 33 Tabel + 5 Gambar + 6 Lampiran (D) MANAJEMEN PEMASARAN (E) Abstrak: Meningkatnya kebutuhan terhadap tubuh dan wajah naik begitu pesat dikarenakan kebutuhan tersebut sudah menjadi hal umum bagi perempuan maupun laki-laki yang membuat industri skincare di Indonesia terus meningkat dan dengan adanya dorongan teknologi yang sangat membantu untuk melancarkan suatu aktifitas secara jauh. Penelitian ini menggunakan metode non probability dengan teknik purposive sampling, yang diperoleh dari 100 data responden disebarkan secara online menggunakan google form dan data dianalisis menggunakan SmartPLS 4.0 dengan metode SEM. Penelitian ini memiliki kriteria sesuai dengan teknik purposive sampling yaitu populasi yang sudah menggunakan skincare Kahf di Jakarta. Penelitian ini dilakukan untuk menguji brand awareness, social brand engagement, subjective norm terhadap purchase intention pada skincare Kahf. Kata Kunci: Kesadaran Merek, Keterlibatan Merek Sosial, Norma Subjektif, Niat Membeli (F) Daftar Pustaka: 36 (1991 – 2023) (G) Tommy Setiawan Ruslim, S.E., M.M.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | Skripsi/Tugas Akhir Skripsi/Tugas Akhir > Fakultas Ekonomi |
| Divisions: | Fakultas Ekonomi > Manajemen |
| Depositing User: | FE Perpus |
| Date Deposited: | 09 Sep 2024 02:15 |
| Last Modified: | 09 Sep 2024 02:15 |
| URI: | http://repository.untar.ac.id/id/eprint/44329 |
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