PENGARUH BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK KOSMETIK LUXCRIME DI SHOPEE LIVE

Vanessa Christiana, - (2024) PENGARUH BRAND AWARENESS TERHADAP PURCHASE INTENTION PRODUK KOSMETIK LUXCRIME DI SHOPEE LIVE. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness terhadap purchase intention produk kosmetik Luxcrime di Shopee live. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Responden pada penelitian ini adalah 400 konsumen produk kosmetik Luxcrime yang pernah menonton Shopee live produk Luxcrime. Responden pada penelitian ini berusia 19-30 tahun, yang berdomisili pada kota Jakarta, Surabaya, Medan, Bandung, atau Makassar. Pengambilan sampel penelitian ini dengan teknik sampling sukarela (volountary sampling). Instrumen yang digunakan untuk pengambilan data adalah brand awareness measurement (Judith, 2022) dan purchase intention measurement (Pawira, 2022). Tehnik analisis data menggunakan teknik analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa terdapat pengaruh brand awareness terhadap purchase intention pada konsumen produk kosmetik Luxcrime di Shopee live. This study aims to determine the effect of brand awareness on purchase intention of Luxcrime cosmetic products at Shopee live. This research uses a quantitative approach with a correlational design. Respondents in this study were 400 consumers of Luxcrime cosmetic products who had watched Shopee live Luxcrime products. Respondents in this study are aged 19-30 years, who live in the cities of Jakarta, Surabaya, Medan, Bandung, or Makassar. Sampling this research with voluntary sampling techniques. The instruments used for data collection are brand awareness measurement (Judith, 2022) and purchase intention measurement (Pawira, 2022). Technical data analysis using simple linear regression analysis techniques. The results showed that there is an effect of brand awareness on purchase intention among consumers of Luxcrime cosmetic products at Shopee live.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Engkos Kosasih: 6684195 Diah Zaleha Wyandini: 6124256
Uncontrolled Keywords: brand awareness, purchase intention, konsumen, produk kosmetik brand awareness, purchase intention, consumers, cosmetic products
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Vanessa Christiana
Date Deposited: 15 Jul 2024 07:22
Last Modified: 15 Jul 2024 07:22
URI: http://repository.upi.edu/id/eprint/118565

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