HUBUNGAN ANTARA BRAND IMAGE, BRAND AWARENESS, DAN IKLAN DENGAN MINAT BELI PADA PASTA GIGI PEPSODENT (STUDI KASUS ALFAMIDI MUNJUL, JAKARTA TIMUR)

Candra Harianto, Dominicus (2019) HUBUNGAN ANTARA BRAND IMAGE, BRAND AWARENESS, DAN IKLAN DENGAN MINAT BELI PADA PASTA GIGI PEPSODENT (STUDI KASUS ALFAMIDI MUNJUL, JAKARTA TIMUR). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia (STEI) Jakarta.

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Abstract

ABSTRAK Tujuan dari penelitian ini untuk mengetahui hubungan antara brand image, brand awareness dan iklan dengan minat beli pasta gigi pepsodnet pada alfamidi munjul. Penelitian ini menggunakan riset kualitatif yaitu dengan menggunakan survei dan kuesioner terhadap 97 responden. Metoda analisis yang digunakan adalah koefisien korelasi parsial, simultan dan uji hipotesis. Hasil penelitian ini menunjukan : (1) koefisien korelasi parsial antara brand image dengan minat beli senilai 0,222. Hasil uji hipotesis secara parsial 0,030 lebih kecil dari taraf nyata atau 0,030 < 0.05, (2) koefisien korelasi parsial antara brand awareness dengan minat beli senilai 167. Hasil uji hipotesis secara parsial 0,106 lebih besar dari taraf nyata atau 0,106 > 0.05, (3) koefisien korelasi parsial antara iklan dengan minat beli senilai 0,253. Hasil uji hipotesis secara parsial 0,013 lebih kecil dari taraf nyata atau 0,013 < 0.05, (4) Koefisien korelasi berganda antara brand image, brand awareness,dan iklan dengan minat beli sebesar 0,557. Hasil uji hipotesis secara simultan senilai 0,000, Kesimpulan dari hasil penelitian ini ; koefisien kolrlasi parsial hubungan positif dan signifikan antara brand image dengan minat beli, koefisien korelasi parsial tidak terdapat hubungan positif dan signifikan antara brand awareness dengan minat beli, koefisien korelasi parsial terdapat hubungan positif dan signifikan antara iklan dengan minat beli ; koefisien korelasi berganda antara brand image, brand awareness,dan iklan dengan minat beli terdapat hubungan yang pisitif dan signifikan Kata Kunci : brand image, brand awareness, dan iklan dengan minat beli ABSTRACT The purpose of this research is to know the relation of brand image, brand awareness and advertisement to buying interest inpepsodent toothpaste at alfamidi munjul. This research uses qualitative research by using survey and questionnaire to 97 respondents. The method of analysis used is partial correlation coefficient, simultaneous and hypothesis test. The results of this study show: (1) partial correlation coefficient between brand image with buying interest worth 0.222. Hypothesis test result partially 0,030 smaller than real level or 0,030 <0,05, (2) partial correlation coefficient between brand awareness with buying interest worth 167. Hypothesis test result partially 0,106 bigger than level of real or 0,106> 0,05, (3) partial correlation coefficient between advertisement with buying interest worth 0.253. Hypothesis test results partially 0.013 smaller than the real level or 0.013 <0.05, (4) Multiple correlation coefficient between brand image, brand awareness, and advertisement with buying interest of 0,557. Hypothesis test result simultaneously 0.000 value The conclusion from the result of this research ; partial correlation coefficient there is positive and significant correlation between brand image quality with decision of buying ineterst, partial correlation coefficient there is no positive and significant correlation between brand awareness with buying interest, partial correlation coefficient there is a positive and significant relationship between the advertisement with buying interest ; Multiple correlation coefficient between brand image, brand awareness, and advertisement with buying interest of use there is positive and significant relation. Keywords: brand image, brand awareness, and advertisement to buying interest

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
UNSPECIFIEDMaliki, FarmansjahUNSPECIFIEDUNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ridho Adi Nugroho
Date Deposited: 03 Jan 2022 04:32
Last Modified: 03 Jan 2022 04:32
URI: http://repository.stei.ac.id/id/eprint/6545

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