Artikel Ilmiah : C1H018005 a.n. TAMARINE MIRELLE REGITANDINI
| NIM | C1H018005 |
|---|---|
| Namamhs | TAMARINE MIRELLE REGITANDINI |
| Judul Artikel | THE INFLUENCE OF BRAND AWARENESS, BRAND REPUTATION, AND BRAND ASSOCIATION TOWARDS TO PURCHASE INTENTION OF EVERWHITE SKINCARE WITH BRAND TRUST AS A MEDIATING VARIABLE (STUDY ON GENERATION Z) |
| Abstrak (Bhs. Indonesia) | Penelitian ini bertujuan untuk menganalisis dan mengetahui lebih dalam apakah Kesadaran Merek, Reputasi Merek, Asosisasi Merek, dan Kepercayaan Merek berpengaruh terhadap Niat Beli pada Everwhite Skincare. Jumlah sampel dalam penelitian ini sebanyak 125 responden. Metode penelitian deskriptif kuantitatif melalui kuisioner online pada Online Form. Alat analisis yang digunakan adalah SEM Amos. Hasil penelitian disimpulkan Kesadaran Merek berpengaruh terhadap Kepercayaan Merek dan Niat Beli, Reputasi Merek berpengaruh terhadap Kepercayaan Merek dan Niat Beli, Kepercayaan Merek mempengaruhi Niat Beli, Asosiasi Merek tidak tidak berpengaruh terhadap Niat Beli, Kepercayaan Merek memediasi pengaruh Kesadaran Merek dan Reputasi Merek terhadap Niat Beli. |
| Abtrak (Bhs. Inggris) | This study aims to analyze and find out more deeply whether Brand Awareness, Brand Reputation, Brand Association, and Brand Trust have an effect on Purchase Intention on Everwhite Skincare. The number of samples in this study were 125 respondents. Quantitative descriptive research method through online questionnaires on Online Form. The analysis tool used is SEM Amos. The results of the study concluded that Brand Awareness affects Brand Trust and Purchase Intention, Brand Reputation influences Brand Trust and Purchase Intention, Brand Trust influences Purchase Intention, Brand Association does not affect Purchase Intention, Brand Trust mediates the effect of Brand Awareness and Brand Reputation on Purchase Intention. |
| Kata kunci | Brand Awareness, Brand Reputation, Brand Association, Brand Trust, Purchase Intention |
| Pembimbing 1 | Prof. Dr. Pramono Hari Adi, MS |
| Pembimbing 2 | Dr. Refius Pradipta Setyanto, S.E, M.Si |
| Pembimbing 3 | Dr. Weni Novandari, S.E, M.M |
| Tahun | 2023 |
| Jumlah Halaman | 11 |
| Tgl. Entri | 2023-01-18 14:11:31.0468 |