ANALYSIS OF PRICE, BRAND AWARENESS, AND BRAND IMAGE TO THE PURCHASE INTENTION OF PREGNANCY PILLOW (Case Study of Surya Bedsheet)

GADING, DELITA KUSUMA (2020) ANALYSIS OF PRICE, BRAND AWARENESS, AND BRAND IMAGE TO THE PURCHASE INTENTION OF PREGNANCY PILLOW (Case Study of Surya Bedsheet). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was conducted to determine analysis of price, brand awareness, and brand image to the purchase intention of pregnancy pillow (case study of Surya Bedsheet). The object of the research is the mothers and pregnancy women in Indonesia. The data was obtained by using a questionnaire distributed online to 115 respondents. The data was examined with Partial Least Square (PLS) by testing the outer and inner model with a significance level of 0.05 (5%=1.96). The results indicated that price (t-stats=1.134) positive but has no significant influence toward purchase intention, brand awareness (t-stats=2.239), and brand image (t-stats=4.709) are positive and have influences on purchase intention. The highest impact is from brand image (t-stats=4.709). It shows that product innovation for pregnancy pillow is an essential consideration for consumers to buy pregnancy pillow. In overview, Surya Bedsheet is a small medium enterprise engaged in the production of baby and mother products that continually upgrade their product and customer service for better serve the customers. Keywords: Price, Brand Awareness, Brand Image, Purchase Intention Penelitian ini dilakukan untuk mengetahui pengaruh harga, citra merek, dan kesadaran merek terhadap minat beli produk bantal hamil (studi kasus di Surya Bedsheet). Objek penelitian tersebut adalah ibu dan wanita hamil di Indonesia. Data diperoleh dengan menggunakan kuesioner yang didistribusikan secara online kepada 115 responden. Data diperiksa dengan Partial Least Square (PLS) dengan menguji model luar dan dalam dengan tingkat signifikansi 0,05 (5% = 1,96). Hasil penelitian menunjukkan bahwa harga (t-statistik = 1.134) positif tetapi tidak memiliki pengaruh yang signifikan terhadap niat beli, kesadaran merek (t-statistik = 2.239), dan citra merek (t-statistik = 4.709) positif dan memiliki pengaruh terhadap niat pembelian. Dampak tertinggi adalah dari merek (t-stats = 4,709). Ini menunjukkan bahwa inovasi produk untuk bantal kehamilan merupakan pertimbangan penting bagi konsumen untuk membeli bantal kehamilan. Secara umum, Surya Bedsheet adalah perusahaan kecil menengah yang bergerak dalam produksi produk bayi dan ibu yang terus meningkatkan produk dan layanan pelanggan mereka untuk melayani pelanggan dengan lebih baik. Kata Kunci: harga, kesadaran merek, citra merek, minat beli

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