The Influence Of Brand Awareness, Brand Association, Perceived Quality, And Brand Loyalty Toward Purchase Intention Of Emina Cosmetic Product In Bandung Region

Elissa Enjelina, Citra Kusuma Dewi

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh brand awareness, brand association, perceived quality dan brand loyalty terhadap purchase intention pada produk kosmetik Emina di Bandung. Metode penelitian yang digunakan dalam penelitian ini adalah metode kuantitatif dengan jenis penelitian deskriptif-kausalitas. Pengambilan sampel dilakukan dengan teknik non probability sampling yang digunakan adalah sampling purposive jumlah responden 100 responden konsumen kosmetik Emina di Bandung. Teknik analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian pada variabel brand awareness, brand associations dan perceived quality tidak berpengaruh signifikan secara parsial terhadap purchase intention, sedangkan brand loyalty memiliki pengaruh yang signifikan terhadap purchase intention. Selain itu brand awareness, brand associations, perceived quality, dan brand loyalty memiliki pengaruh secara simultan terhadap purchase intention kosmetik Emina dengan besaran pengaruhnya sebesar 46,7% dan sisanya sebesar 53,3% dipengaruhi oleh faktor-faktor lain yang tidak diteliti. Kata Kunci: Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, Purchase Intention, Emina. ABSTRACT This study aims to see and analyze the effect of brand awareness, brand association, perceived quality and brand loyalty on purchase intentions of Emina's cosmetic products in Bandung. The research method used in this research is a quantitative method with the type of descriptivecausality research. Sampling was done by using non-probability sampling technique used was purposive sampling the number of respondents 100 respondents Emina cosmetic consumers in Bandung. The data analysis technique used is descriptive analysis and multiple linear regression analysis. The results of the study on the variables brand awareness, brand association and perceived quality do not have a partially significant effect on purchase intention, while brand loyalty has a significant effect on purchase intention . In addition, brand awareness, brand association, perceived quality, and brand loyalty have a simultaneous influence on the intention to buy Emina cosmetics with a magnitude of the effect of 46.7% and the remaining 53.3% is measured by other factors not examined. Keywords: Brand Awareness, Brand Associations, Perceived Quality, Brand Loyalty, Purchase Intention, Emina

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