MARDIYAH, FIKRI (2024) ANALISIS KESADARAN MEREK, KUALITAS PRODUK DAN CITRA MEREK TERHADAP MINAT BELI TUMBLER PRODUK LION STAR. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
With the widespread use of tumblers in the current millennial era, many various groups use drinking bottles that can be taken to various places without using them once and immediately throwing them away. This will reduce the use of plastic bottles only once and can keep the environment clean. One of them is a drinking bottle product from Lion Star Products, which has strong product quality and is made from plastic. With so many brands being released, many people don’t know about these products. This research aims to analyze Brand Awareness, Product Quality and Brand Image on Interest in Buying Tumblers for Lion Star Products. The population in this research is aimed at people in Meruya, West Jakarta who will buy Lion Star products and the number of samples used is 120 respondents and the analysis technique used in this research is Partial Least Square (PLS) analysis. The results of this research indicate that Brand Awareness, Product Quality, and Brand Image have a positive and significant effect on interest in purchasing Lion Star Product Tumblers. Keywords: Brand Awareness, Product Quality, Brand Image, and Purchase Interest. Dengan maraknya penggunaan tumbler di zaman millennial saat ini, banyak berbagai kalangan menggunakan botol minum yang bisa dibawa ke berbagai tempat tanpa pemakaian satu kali dan langsung buang. Hal ini akan mengurangi pemakaian botol plastik yang hanya sekali dan bisa menjaga lingkungan untuk bersih. Salah satunya produk botol minum dari Produk Lion star, yang memiliki kualitas produk yang kuat dan berbahan plastik. Dengan adanya banyak merek yang dikeluarkan banyak Masyarakat yang belum mengetahui mengenai produk tersebut. Penelitian ini bertujuan untuk menganalisis Kesadaran Merek, Kualitas Produk, dan Citra Merek terhadap Minat Beli Tumbler Produk Lion Star. Populasi dalam penelitian ini bertuju kepada masyarakat di Meruya, Jakarta Barat yang akan membeli Produk Lion Star dan jumlah sampel yang digunakan sebanyak 120 responden serta teknik analisis yang digunakan dalam penelitian ini adalah dengan menggunakan analisis Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa Kesadaran Merek, Kualitas Produk, dan Citra Merek berpengaruh positif dan signifikan terhadap minat pembelian Tumbler Produk Lion Star. Kata Kunci : Kesadaran Merek, Kualitas Produk, Citra Merek, dan Minat Beli
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