BRAND IMAGE DAN BRAND TRUST SERTA DAMPAKNYA TERHADAP PURCHASE INTENTION: SURVEY TERHADAP VEGAN COSMETICS PADA BRAND LOOKÉ COSMETICS

Alifah Auliya Firdaus Afiffudin, - (2024) BRAND IMAGE DAN BRAND TRUST SERTA DAMPAKNYA TERHADAP PURCHASE INTENTION: SURVEY TERHADAP VEGAN COSMETICS PADA BRAND LOOKÉ COSMETICS. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Perkembangan industri yang sedang tumbuh pesat saat ini adalah industri kosmetik. Looké hadir di Indonesia sejak tahun 2017 membawa produk kosmetik yang mengedepankan bahan-bahan vegan, cruelty-free, dan halal. Namun ternyata Purchase Intention dari brand Looké masih berada dibelakang brand-brand vegan cosmetics lainnya. Penelitian ini bertujuan untuk mengetahui gambaran Brand Image dan Brand Trust serta variabel apa yang paling berpengaruh terhadap Purchase Intention kosmetik vegan Looké. Penelitian ini dilakukan dengan menggunakan jenis penelitian kuantitatif dengan menggunakan 400 sampel followers instagram @lookecosmetics. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan model Regresi Linier Berganda. Teknik pengambilan sampel menggunakan teknik non-probability sampling dengan jenis purposive sampling dimana teknik ini mengambil sampel dengan menggunakan kriteria tertentu. Untuk mengetahui hasil penelitian ini digunakan metode uji asumsi klasik, analisis korelasi, analisis regresi berganda dan pengujian hipotesis. Dalam penelitian ini didapatkan bahwa Brand Image dan Brand Trust berpengaruh positif dan signifikan terhadap Purchase Intention. Pada uji parsial Brand Image berpengaruh signifikan terhadap Purchase Intention, begitu juga dengan Brand Trust yang menunjukkan hasil berpengaruh signifikan terhadap Purchase Intention. Untuk penelitian selanjutnya, perlu dikaji kembali mengenai vegan cosmetics di indonesia dengan sampel yang lebih luas dan dapat ditambahkan variabel baru yang mungkin mendukung seperti promotion dan price. The rapidly growing industry at the moment is the cosmetic industry. Looké has been present in Indonesia since 2017, offering cosmetic products that prioritize vegan, cruelty-free, and halal ingredients. However, it turns out that the Purchase Intention of the Looké brand is still behind other vegan cosmetics brands. This research aims to explore the Brand Image and Brand Trust, as well as to identify which variables have the most significant impact on the Purchase Intention for Looké's vegan cosmetics. The study was conducted utilizing a quantitative research method with 400 samples of Instagram followers @lookecosmetics. This research employed a descriptive and verificative method with Multiple Linear Regression model. The sampling technique used was non-probability sampling with purposive sampling type, where samples were selected based on specific criteria. To ascertain the findings of this study, classic assumption testing methods, correlation analysis, multiple regression analysis, and hypothesis testing were employed. The research revealed that Brand Image and Brand Trust have a positive and significant effect on Purchase Intention. In the partial test, Brand Image significantly affects Purchase Intention, as does Brand Trust, which demonstrates a significant impact on Purchase Intention. For further research, it is necessary to review vegan cosmetics in Indonesia with a wider sample and add new variables that might support such as promotion and price.

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Official URL: https://repository.upi.edu/
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=Alifah+Auliya+Firdaus+Afiffudin# ID SINTA Dosen Pembimbing Heny Hendrayati: 5994544 Chairul Furqon: 5994043
Uncontrolled Keywords: Brand Image, Brand Trust, Purchase Intention, Marketing, Vegan Cosmetics
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: Alifah Auliya Firdaus Afiffudin
Date Deposited: 02 Oct 2024 02:10
Last Modified: 10 Oct 2024 04:58
URI: http://repository.upi.edu/id/eprint/126325

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