MODEL MINAT PEMBELIAN : ANALISIS PRODUK DAN PROMOSI UNTUK MENINGKATKAN BRAND AWARENESS (STUDI KASUS PADA KOSMETIKA MICCA)

MAHARANI, ULFA (2019) MODEL MINAT PEMBELIAN : ANALISIS PRODUK DAN PROMOSI UNTUK MENINGKATKAN BRAND AWARENESS (STUDI KASUS PADA KOSMETIKA MICCA). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The purpose of this study was to find out how much the influence of product and promotion in influencing brand awareness and purchase intention, besides also to find out how much the effect of brand awareness is in mediating product and promotion factors to purchase intention. This study involved 163 respondents who were consumers from Micca that at least bought Micca products once and lived in Jabodetabek. The analysis method used in this study is the Structural Equation Model (SEM) with Lisrel 8.8 as the software and combined with SPSS 21 to analyze the pre survey. The results showed that in the case of MIcca research, the promotion variable had a positive and significant effect on purchase intention and brand awareness. While the product variable did not have a positive and significant effect on purchase intention but has a positive and significant effect on brand awareness. In addition, in this study also known that brand awareness had a positive and significant effect in mediating purchase intention. The description above showed that to increase purchase intention, companies should pay attention to factors that were considered by consumers in terms of promotion and brand awareness. Although the product variables in this study did not show positive and significant results in influencing purchase intention, the company still had to increase the products sold on the market to increase brand awareness, because the results of the study state that the product has a positive and significant effect on brand awareness. Keywords: products, promotions, brand awareness, social media marketing, purchase intention Tujuan dari penelitian ini adalah untuk mengetahui seberapa besar pengaruh dari faktor produk dan promosi dalam mempengaruhi brand awareness dan minat pembelian, selain daripada itu juga untuk mencari tahu seberapa besar brand awareness dalam memediasi faktor produk dan promosi. Penelitian ini melibatkan 163 responden yang merupakan konsumen dari Micca yang setidaknya pernah membeli produk Micca satu kali dan berdomsili di Jabodetabek. Metode analisa yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan Lisrel 8.8 sebagai perangkat lunaknya serta dikombinasi dengan SPSS 21 untuk menganalisa pre survey. Hasil penelitian menunjukkan bahwa dalam kasus penelitian MIcca ini, variabel promosi berpengaruh positif dan signifikan terhadap minat pembelian dan brand awareness. Sedangkan variabel produk tidak berpengaruh positif dan signifikan terhadap minat pembelian tetapi berpengaruh positif dan signifikan terhadap brand awareness. Selain itu, dalam penelitian ini juga diketahui bahwa brand awareness memiliki fungsi mediasi yang berpengaruh positif dan signifikan terhadap minat pembelian. Uraian tersebut di atas menunjukkan bahwa untuk meningkatkan minat pembelian, perusahaan sebaiknya memperhatikan faktor – faktor yang menjadi pertimbangan konsumen dari sisi promosi dan brand awareness. Walaupun variabel produk dalam penelitian ini tidak menunjukkan hasil yang positif dan signifikan dalam mempengaruhi minat pembelian, tetapi perusahaan tetap harus meningkatkan produk yang dijual di pasaran untuk meningkatkan brand awareness, karena hasil penelitian menyatakan bahwa produk berpengaruh positif dan signifikan terhadap brand awareness. Keywords: produk, promosi, brand awareness, minat pembelian, social media marketing

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 069
NIM/NIDN Creators: 55115120235
Uncontrolled Keywords: produk, promosi, brand awareness, minat pembelian, social media marketing
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: 19 Apr 2022 03:44
Last Modified: 19 Apr 2022 03:44
URI: http://repository.mercubuana.ac.id/id/eprint/60101

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