PENGARUH CITRA MEREK, RELIGIOSITAS,DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA SHAMPO SUNSILK HIJAB RECHARGE

WAKHIDAH, RORIYA INDAH (2024) PENGARUH CITRA MEREK, RELIGIOSITAS,DAN PERSEPSI HARGA TERHADAP MINAT BELI PADA SHAMPO SUNSILK HIJAB RECHARGE. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Along with rapid advancement of technology in the present modern area, companies are becoming more active in developing shampoo products. The hijab trend in Indonesia prompted Sunsilk to develop its newest product, wchich is packed with world-class hair professionals and uses modern technology. Sunsilk presents a specific variant shampoo for hijab-wearing ledies. This study aims to examine The effect of Brand Image, Religiosity, and Price Perception on Shampoo Sunsilk Hijab Recharge buying intentionn. The population in this study were consumers of Shampoo Sunsilk Hijab Recharge with a total sample of 132 respondents who were determined using the convenience sampling method. The data collection technique was carried out using a questionnaire and data analysing was carried out using the SEM-PLS analysis technique using the SmartPLS software. The results of this study prove that Brand Image, Religiosity, and Price Perception have a positive and significant effect on Buying Interest in Shampoo Sunsilk Hijab Recharge. Keyword: Brand Image,Religiosity, Price Perception, Buying intention, Shampoo Sunsilk Hijab Recharge Seiring dengan kemajuan teknologi yang berkembang sangat pesat di era modern saat ini, membuat perusahaan mulai aktif dalam mengembangkan produk shampo. Tren hijab yang terjadi di Indonesia membuat Sunsilk meluncurkan produk terbarunya dengan menggunakan teknologi baru yang dikemas bersama pakar rambut kelas dunia Sunsilk menghadirkan shampoo varian khusus untuk perempuan hijab. Penelitian ini bertujuan untuk mengujiPengaruh Citra Merek, Religiositas,Dan Persepsi Harga Terhadap Minat Beli Pada Shampo Sunsilk Hijab Recharge. Populasi dalam penelitian ini adalah konsumen Shampo Sunsilk Hijab Rechargedengan ukuran sampel sebanyak 132 responden yang ditentukan menggunakan metode convenience sampling. Adapun teknik pengumpulan data dilakukan dengan menggunakan kuesioner dan olah data dilakukan dengan teknik analisis SEM-PLS menggunakan perangkat lunak SmartPLS. Hasil penelitian ini membuktikan bahwa Citra Merek, Religiositas, dan Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Beli pada Shampo Sunsilk Hijab Recharge. Kata Kunci: Citra Merek, Religiositas, Persepsi Harga, Minat Beli, Shampo Sunsilk Hijab Recharge

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 296
Call Number:	SE/31/24/221
NIM/NIDN Creators:	43117010205
Uncontrolled Keywords:	Citra Merek, Religiositas, Persepsi Harga, Minat Beli, Shampo Sunsilk Hijab Recharge
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 060 General Organizations, Foundations, and Museology/Organisasi-organisasi Umum, dan Museologi > 069 Museology (Museum science)/Museologi > 069.6 Personnel Management of Museum/Manajemen Personalia Museum > 069.63 Personnel Management/Manajemen Personalia 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:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	07 Sep 2024 03:48
Last Modified:	07 Sep 2024 03:48
URI:	http://repository.mercubuana.ac.id/id/eprint/91264

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