WARDANI, AFRISKA KUSUMA (2024) ANALISIS BRAND IMAGE, BRAND AWARENESS, DAN BRAND AMBASSADOR TERHADAP PURCHASE INTENTION PRODUK ULTRA MILK. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT This research aims to test Brand Image, Brand Awareness, and Brand Ambassador on Purchase Intention for Ultra Milk products. The population in this research are consumers who intend to purchase Ultra Milk products in the DKI Jakarta area. The sample used was 150 respondents, calculated based on the Hair formula. The sampling method uses Purposive Sampling. The data collection method uses a questionnaire and the data analysis method uses Partial Least Square (PLS). This research found that Brand Image had a positive and significant influence on Purchase Intention, Brand Awareness had a positive and significant influence on Purchase Intention, and Brand Ambassador had a positive and significant influence on Purchase Intention. ABSTRAK Penelitian ini bertujuan untuk menguji Brand Image, Brand Awareness, dan Brand Ambassador terhadap Purchase Intention produk Ultra Milk. Populasi dalam penelitian ini adalah konsumen yang berniat untuk melakukan pembelian produk Ultra Milk di wilayah DKI Jakarta. Sampel yang dipergunakan adalah sebanyak 150 responden, dihitung berdasarkan rumus Hair. Metode penarikan sampel menggunakan Purposive Sampling. Metode pengumpulan data menggunakan kuesioner dan metode analisis data menggunakan Partial Least Square (PLS). Penelitian ini mendapati bahwa Brand Image berpengaruh secara positif dan signifikan terhadap Purchase Intention, Brand Awareness berpengaruh positif dan signifikan terhadap Purchase Intention, dan Brand Ambassador berpengaruh secara positif dan signifikan terhadap Purchase Intention.
Item Type: | Thesis (S1) |
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Call Number CD: | FE/MJ. 24 330 |
NIM/NIDN Creators: | 43120010061 |
Uncontrolled Keywords: | Brand Image, Brand Awareness, Brand Ambassador, Purchase Intention |
Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional 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: | AFIFAH SALMA RAMADINA |
Date Deposited: | 25 Sep 2024 08:08 |
Last Modified: | 25 Sep 2024 08:08 |
URI: | http://repository.mercubuana.ac.id/id/eprint/91800 |
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