Suci Damayanti, . (2017) PENGARUH PROMOTION MIX TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PRODUK NMW SKIN CARE DI CIPUTAT TIMUR. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the effect on promotion mix of the purchase intention, with brand awareness as an intervening variable NMW skin care products in Ciputat Timur. The population in this study a total of 100 respondents who using NMW skin care pruducts Ciputat Timur. The population in this study of 100 respondens who use NMW skin care products. Data obtained from questionnaires distributed in Ciputat Timur. The sample used in this study were 100 respondents who use the data NMW skin care products. Sampling technique using a Probability Sampling Simple Random Sampling technique. Data analysis method used is path analysis and hypothesis testing using t test with 5% confidence level,with SPSS version 21 and result analysis path biggest used is the coefficient of direct influence Promotion Mix of the Brand Awareness of 0,382. Direct Impact on Purchase Intention of 0,537 indirect influence 0,205. Effect of Purchase Intention and Brand Awareness of the rector at 0,494. Therefore the direct influence coefficient greater than the coefficient of indirect influence.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1210111077] [Penguji II (Pembimbing) : Bernadin Dwi] [Penguji I : Diana Triwardhani] [Ketua Penguji : Tati Handayani] |
| Uncontrolled Keywords: | Promotion Mix, Brand Awareness, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 07 Jul 2022 04:21 |
| Last Modified: | 07 Jul 2022 04:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/18237 |
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