PENGARUH BRAND EQUITY TERHADAP MINAT BELI PRODUK WARDAH SHAMPOO-HIJAB EXPERT (Survei pada Wanita Berhijab di Kota Bandung)

Qonita Nur Arifah, - (2024) PENGARUH BRAND EQUITY TERHADAP MINAT BELI PRODUK WARDAH SHAMPOO-HIJAB EXPERT (Survei pada Wanita Berhijab di Kota Bandung). S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini bertujuan untuk menelusuri brand equity dari Wardah Shampoo-Hijab Expert dalam mempengaruhi minat beli pada kalangan wanita berhijab di Kota Bandung. Potensi segmen konsumen muslim mengakibatkan persaingan perusahaan dalam pemenuhan preferensi segmen tersebut melalui penguatan brand equity. Wardah dengan produk sampo hijab masih memiliki minat yang rendah, sedangkan merupakan pionir kosmetik halal di Indonesia. Penelitian dilakukan dengan melakukan survei pada 384 wanita berhijab berusia produktif di Kota Bandung yang mengetahui adanya produk Wardah Shampoo dan ditambahkan 15 orang responden dengan pengambilan data secara langsung melalui wawancara. Analisis data dilakukan dengan uji korelasi, regresi linear sederhana dan Uji-T pada hipotesis. Hasilnya, brand equity mempengaruhi minat beli Wardah Shampoo secara positif dan signifikan. Selain itu ditemukan brand association menjadi indikator yang paling berkontribusi pada brand equity, sedangkan intend to buy menjadi indikator yang paling berkontribusi pada minat beli. Penelitian ini menyarankan perlunya penguatan brand equity dalam meningkatkan minat beli produk, serta menelusuri lebih lanjut faktor lainnya yang dapat mempengaruhi minat pembelian. Kata Kunci: Brand equity, minat beli, Wardah Shampoo. This study aims to explore the brand equity of Wardah Shampoo-Hijab Expert in influencing purchase intention among women who wear the hijab in Bandung City. The potential of the Muslim consumer segment results in competition between companies in fulfilling the preferences of the segment by strengthening brand equity. Wardah with its hijab shampoo product still has low interest, while it is a pioneer of halal cosmetics in Indonesia. The study was conducted by conducting a survey on 384 productive-age women who wear the hijab in Bandung City who are aware of the Wardah Shampoo product and 15 respondents were added by collecting data directly through interviews. Data analysis was carried out using correlation tests, simple linear regression and T-tests on the hypothesis. The results showed that brand equity positively and significantly influences purchase intention of Wardah Shampoo. In addition, it was found that brand association is the indicator that contributes the most to brand equity, while intention to buy is the indicator that contributes the most to purchase intention. This study suggests the need to strengthen brand equity in increasing product purchase intention, as well as further exploring brand experience factors that can influence purchase intention. Keywords: Brand Equity, Purchase Intention, Wardah Shampoo.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=id&user=ob-fgl4AAAAJ&scilu=&scisig=AJY4_hMAAAAAZvDE0mJTMLU7XMnc6m-OoYYLmG0 ID SINTA Dosen Pembimbing: Vanessa Gaffar: 5993246 Ayu Krishna Yuliawati: 5977407
Uncontrolled Keywords:	Ekuitas Merek, Minat Beli, Wardah Shampoo Brand Equity, Purchase Intention, Wardah Shampoo
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User:	Qonita Nur Arifah
Date Deposited:	25 Sep 2024 04:37
Last Modified:	25 Sep 2024 04:37
URI:	http://repository.upi.edu/id/eprint/125905

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