Vindy Pertiwi, . (2015) PENGARUH PROMOTION TERHADAP PURCHASE INTENTION DENGAN BRAND AWARENESS SEBAGAI VARIABEL INTERVENING PRODUK SKIN CARE SEBAMED DI RW PANGKALAN JATI II. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to examine the effect on promotion of the purchase intention, with brand awareness as an intervening variable in Sebamed Skin Care products in RW Pangkalan Jati II. The population in this study a total of 100 respondents who using skin care sebamed in RW Pangkalan Jati II. The population in this study of 100 respondens who use skin care product sebamed. Data obtained from questionnaires distributed in RW Pangkalan Jati II. The sample used in this study were 100 respondents who use the data skin care products sebamed. 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 22 and result analysis path biggest used is the coefficient of direct influence Promotion of the Brand Awareness Promotion of 0,217. Direct Impact on Purchase Intention of 0,463 indirect influence 0,100. Effect of Purchase Intention Brand Awareness of The rector at 0,451. Therefore the direct influence coefficient greater than the coefficient of indirect influence.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil : 1110111024] [Penguji II (Pembimbing) : Yuliniar] [Penguji I : Nani Ariani] [Ketua Penguji : Tati Handayani] |
| Uncontrolled Keywords: | Promotion, Brand Awareness, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Muamar Khadafi |
| Date Deposited: | 05 Jul 2024 03:19 |
| Last Modified: | 05 Jul 2024 03:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30470 |
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