MINAT BELI MEREK SEPATU LOKAL “VENTELA” BERDASARKAN KESADARAN MEREK, PRODUCT INVOLVEMENT DAN SOCIAL INFLUENCE KONSUMEN

AISYAH, PUTRI NUR (2022) MINAT BELI MEREK SEPATU LOKAL “VENTELA” BERDASARKAN KESADARAN MEREK, PRODUCT INVOLVEMENT DAN SOCIAL INFLUENCE KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine the Buying Interest of the Local Shoe Brand "Ventela" Based on Brand Awareness, Product Involvement and Consumer Social Influence. The respondents in this study were middle-level teenagers, namely West Jakarta Mercu Buana Students, whose numbers are unknown. The sample in this study was 120 respondents. The data analysis method used is technical PLS (Partial Least Square) through SmartPLS statistical software, with a research instrument, namely a questionnaire. The results of this study show that Brand Awareness, Product Involvement and Social Influence are influential and significant on Buying to Interest. Keywords: Brand Awareness, Product Involvement, Social Influence, Purchase Intention. Penelitian ini bertujuan untuk mengetahui Minat Beli Merek Sepatu Lokal ”Ventela” Berdasarkan Kesadaran merek, Product Involvement dan Social Influence Konsumen. Responden dalam penelitian ini adalah remaja level menengah yaitu Mahasiswa Mercu Buana Jakarta Barat yang jumlahnya tidak diketahui. Sampel dalam penelitian ini berjumlah 120 responden. Metode analisis data yang digunakan adalah teknis PLS (Partial Least Square) melalui software statistic SmartPLS, dengan instrument penelitian yaitu kuisoner. Hasil penelitian ini menunjukkan bahwa Kesadaran Merek, Product Involvement dan Social Influence berpengaruh dan signifikan terhadap Minat Beli. Kata Kunci: Kesadaran Merek, Product Involvement, Social Influence, Minat Beli.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 352
NIM/NIDN Creators: 43118010010
Uncontrolled Keywords: Kesadaran Merek, Product Involvement, Social Influence, Minat Beli
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 152 Sensory Perception, Movement, Emotions, Physiological Drives/Psikologi Fisiologis
100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
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: ADELINA HASNA SETIAWATI
Date Deposited: 09 Jan 2023 08:13
Last Modified: 09 Jan 2023 08:13
URI: http://repository.mercubuana.ac.id/id/eprint/73244

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