PENGARUH BRAND AWARENESS, BRAND ASSOCIATION DAN KUALITAS PRODUK TERHADAP PURCHASE INTENTION PRODUK KOSMETIK MAKE OVER PADA MAHASISWA UNIVERSITAS 17 AGUSTUS 1945 SURABAYA
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Brand Awareness, Brand Association, Kualitas Produk, Purchase Intention
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Abstract
This research aims to determine the influence of brand awareness, brand association and product quality on purchase intention of Make Over cosmetic products in students University 17 august 1945 Surabaya. The population in this research are Make Over consumers who are in University 17 august 1945 Surabaya. The type of data used in this research is quantitative data. The sampling technique in this research used a sample of 100 respondents. The data collection technique uses a questionnaire method and data analysis in this research uses the t test and f test methods. In this research, the results show that brand awareness, brand association and product quality have a positive and significant effect on purchase intention. Simultaneously, these three independent variables have a positive and significant effect on customer satisfaction Based on the results of the SPSS version 25, all independent variables simultaneously influence purchase intention.
Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran merek, asosiasi merek dan kualitas produk terhadap niat beli produk kosmetik Make Over pada mahasiswa Universitas 17 Agustus 1945 Surabaya. Populasi dalam penelitian ini adalah konsumen Make Over yang berada di Universitas 17 Agustus 1945 Surabaya. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan metode angket dan analisis data dalam penelitian ini menggunakan metode uji t dan uji f. Dalam penelitian ini diperoleh hasil bahwa kesadaran merek, asosiasi merek dan kualitas produk berpengaruh positif dan signifikan terhadap niat beli. Secara simultan ketiga variabel independen tersebut berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Berdasarkan hasil SPSS versi 25, seluruh variabel independen berpengaruh secara simultan terhadap minat pembelian.
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