Kirana Prameswari, . (2024) PENGARUH BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN BRAND WHITELAB (STUDI KASUS AKUN TIKTOK @WHITELAB_ID DI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The Covid-19 pandemic in Indonesia has triggered a crisis that has had a negative impact on various sectors of the country's development, especially the economic and commercial sectors. Many companies in the commercial business went bankrupt and were forced to close companies and lay off workers on a large scale. This research is a quantitative study which aims to find out how brand awareness influences Whitelab brand purchasing decisions. Whitelab itself is one of the skincare products from Indonesia which experienced an increase in the number of sales during the Covid-19 pandemic, namely the period 2021 to 2023. Whitelab maximizes various forms of promotion through social media TikTok on the @whitelab_id account to make the people of Jakarta more aware of the existence of Whitelab products, and can increase buying interest in these products. The theory used in this research is inoculation theory. The theory addresses how attitudes and beliefs change, and more specifically, how to maintain the consistency of existing attitudes and beliefs in the face of attempts to change them. The population in this research is the people of Jakarta who are users of the social media TikTok. The sample size was taken as 100 respondents using non-probability sampling techniques, purposive sampling type. Data collection was carried out through distributing questionnaires online using Google Form. The data analysis technique used is inferential statistical analysis, using tools for testing, namely SPSS version 27. Based on the coefficient of determination test, the results obtained show that the influence of brand awareness is 71.5% on purchasing decisions for the Whitelab brand in Jakarta. These results can be strengthened by the results of the hypothesis test or t test which shows that H1 is accepted and H0 is rejected, which can be interpreted as if there is a significant influence on the influence of brand awareness on purchasing decisions for the TikTok @whitelab_id account in Jakarta.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910411298] [Pembimbing: Munadhil Abdul Muqsith] [Penguji 1: Radita Gora Tayibnapis] [Penguji 2: Vinta Sevilla] |
| Uncontrolled Keywords: | Brand Awareness, Purchase Decision, TikTok |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HV Social pathology. Social and public welfare |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | Kirana Prameswari |
| Date Deposited: | 06 Feb 2024 04:34 |
| Last Modified: | 19 Mar 2024 04:37 |
| URI: | http://repository.upnvj.ac.id/id/eprint/29478 |
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