PENGARUH KESADARAN MEREK, DESAIN KEMASAN DAN WORD OF MOUTH TERHADAP MINAT BELI (Studi Kasus Pada Konsumen Mie Ufo di LSI Daan Mogot Jakarta Barat)

SAKINAH, APRILIA ASKA (2019) PENGARUH KESADARAN MEREK, DESAIN KEMASAN DAN WORD OF MOUTH TERHADAP MINAT BELI (Studi Kasus Pada Konsumen Mie Ufo di LSI Daan Mogot Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research has a purpose to determine the effect of brand awareness,design packaging and word of mouth on costumer buying interest. The population in this research is that consumers Mie Ufo in LSI Daan Mogot Jakarta. The sample of this research is 120 Mie Ufo consumer and the sampling technique used was convenience sample and Methods of data collection using questionnaires. The method used in this study is Partial Least Square using Smart PLS 3.0 software. The results show that : 1) Brand awareness does not have a significant effect on buying interest. 2) Packaging Design has a significant effect on buying interest. 3) Word of Mouth has no significant effect on buying interest. Keywords : Brand Awareness, Design Packaging, Word of Mouth, Buying Interest Penelitian ini bertujuan untuk mengetahui pengaruh kesadaraan merek, desain kemasan dan word of mouth terhadap minat beli konsumen. Populasi dalam penelitian ini adalah konsumen Mie Ufo di LSI Daan Mogot Jakarta. Sample penelitian ini adalah 120 konsumen Mie Ufo dengan teknik pengambilan sample berupa convenience sample dan pengumpulan data menggunakan kuesioner. Metode yang digunakan dalam penelitian ini adalah Partial Least Square dengan menggunakan software Smart PLS 3.0. Hasil menunjukan bahwa : 1) Kesadaran merek tidak berpengaruh signifikan terhadap minat beli. 2) Desain Kemasan berpengaruh signifikan terhadap minat beli. 3) Word Of Mouth tidak berpengaruh signifikan terhadap minat beli. Kata kunci: Kesadaran Merek, Desain Kemasan, Word of Mouth, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 19 502
Call Number: SE/31/19/143
NIM: 43115010100
Uncontrolled Keywords: Kesadaran Merek, Desain Kemasan, Word of Mouth, Minat Beli
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 03 Dec 2019 07:04
Last Modified: 07 Jan 2020 04:23
URI: http://repository.mercubuana.ac.id/id/eprint/52509

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