Supangkat, Ariq Satria (2022) Pengaruh Brand Image dan Brand Awareness Terhadap Keputusan Pembelian Produk Sariayu Martha Tilaar di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to identify how the influence of brand image and brand awareness on the purchasing decisions of Sariayu Martha Tilaar products in the city of Surabaya. This research method is quantitative by taking a sample of 50 respondents and distributing questionnaires in the city of Surabaya with the help of Google Forms. The sampling technique used was non-probability sampling with purposive sampling method. The sample consists of respondents who live around the city of Surabaya, aged 17 years and over, and buyers of Sariayu Martha Tilaar products. The data taken from the respondents are primary data and secondary data. The analysis technique used in this study uses Partial Least Square (PLS) with validity testing, reliability testing, and hypothesis testing. Based on the data from this study, it can be concluded that the purchasing decision of Sariayu Martha Tilaar Cosmetics or Skin Care products is positively and significantly influenced by the variables of brand image and brand awareness
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Unnamed user with email 17012010270@student.upnjatim.ac.id | ||||||||
| Date Deposited: | 18 Aug 2022 02:58 | ||||||||
| Last Modified: | 18 Aug 2022 02:58 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/8787 |
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