ANALISA EFEKTIFITAS BRAND COMMUNICATION OF PROJECT MOM AND BABY UNIVERSE DI TOKO RAJA SUSU DALAM MENCIPTAKAN BRAND AWARENESS, SHOPPER SATISFACTION DAN REPURCHASE INTENTION TERHADAP KONSUMEN PRODUK DANONE SPECIALIZED NUTRITION

PUTRA, FERY ADE (2021) ANALISA EFEKTIFITAS BRAND COMMUNICATION OF PROJECT MOM AND BABY UNIVERSE DI TOKO RAJA SUSU DALAM MENCIPTAKAN BRAND AWARENESS, SHOPPER SATISFACTION DAN REPURCHASE INTENTION TERHADAP KONSUMEN PRODUK DANONE SPECIALIZED NUTRITION. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effectiveness of Brand Communication (Project Mom and Baby Universe) on brand awareness, shopper satisfaction and repurchase intention of Danone Specialized Nutrition products at Raja Susu Store. Done by distributing questionnaires to 100-150 respondents who have or are buying Danone Specialist Nutrition products at the Raja Susu Store. Quantitative analysis using the SEM (Structural Equation Modelling) Lisrel method, the path analysis model is used for technical analysis. The last result of this study shows that brand communication (Project Mom and Baby Universe) gives the significant effect on brand awareness, shopper satisfaction and repurchase intention. This means that company has picked the right branding shelf to increase brand awareness, fulfil the shopper satisfaction and make the consumers intent to repurchase Danone Specialized Nutrition product. Key Words: Brand Communication, Brand Awareness, Shopper Satisfaction and Repurchase Intention Penelitian ini bertujuan untuk mengalisis efektivitas dari brand communication (Project Mom and Baby Universe) terhadap brand awareness, shopper satisfaction dan repurchase intention terhadap produk Danone Specialized Nutrition di Toko Raja Susu. Dilakukan dengan menyebarkan kuesioner kepada 100-150 responden yang sudah atau sedang membeli produk Danone Specialist Nutrition di Toko Raja Susu. Analisis kuantitatif dengan metode SEM (Structural Equation Modelling) Lisrel, model analisis jalur digunakan untuk analisis teknis. Hasil akhir dari penelitian ini menunjukkan bahwa brand communication (Project Mom and Baby Universe) memberikan pengaruh signifikan terhadap brand awareness, shopper satisfaction dan repurchase intention. Hal ini berarti perusahaan sudah tepat memilih branding rak sebagai cara untuk meningkatkan kesadaran terhadap merek, memenuhi kepuasan pelanggan dan membuat konsumen berminat untuk membeli produk Danone Specialized Nutrition kembali. Kata Kunci: Brand Communication, Brand Awareness, Shopper Satisfaction dan Repurchase Intention

Item Type: Thesis (S2)
NIM/NIDN Creators: 55118110032
Uncontrolled Keywords: Brand Communication, Brand Awareness, Shopper Satisfaction dan Repurchase Intention
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 25 Feb 2022 03:34
Last Modified: 08 Jul 2023 02:20
URI: http://repository.mercubuana.ac.id/id/eprint/56812

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