Zarkazi, Ahmad (2021) Pengaruh Iklan, Brand Image Dan Motivasi Konsumen Terhadap Minat Beli Konsumen Pada Skincare Merek MS GLOW DI MS GLOW Dupak Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Persaingan dalam dunia bisnis kecantikan semakin ketat, hal tersebut ditunjukkan dengan meningkatnya pertumbuhan industri kecantikan khususnya perawatan kulit rata-rata mengalami pertumbuhan. Untuk tetap dapat bersaing dan mempertahankan bisnis kecantikan dengan persaingan yang kian ketat, perusahaan harus mampu mengkomunikasikan produknya secara tepat serta mampu untuk menyampaikan informasi mengenai produknya dengan baik kepada konsumen. Buying interest (Minat beli) konsumen merupakan sesuatu yang berhubungan dengan rencana konsumen untuk membeli produk tertentu, serta berapa banyak unit produk yang dibutuhkan pada periode tertentu.Tujuan untuk mengetahui dan menganalisis pengaruh iklan, brand image, dan motivasi terhadap minat beli konsumen pada produk skincare ms glow di surabaya. Jenis penelitian ini adalah penelitian kuantitatif. Populasi dalam penelitian ini adalah konsumen skincare ms glow yang pernah melakukan pembelian di Ms Glow Surabaya. Jumlah sampel sebanyak 150 yang didapatkan melalui perhitungan dengan rumus Hair et al jumlah indikator dikali 5 sampai 10. Teknik pengambilan sampel yang digunakan adalah Probability sampling. Metode pengumpulan data yaitu menggunakan kuesioner. Uji instrumen menggunakan Uji Validitas dan Reliabilitas. Teknik analisis data yang digunakan adalah regresi linier berganda, Uji Asumsi Klasik yang digunakan antara lain: Uji Normalitas, Uji Multikolinieritas Uji Heteroskedastisitas. Sedangkan pengujian hipotesis menggunakan Uji t, Uji F dan Koefisien Determinasi �2.Hasil dalam penelitian ini menunjukan bahwa iklan memiliki pengaruh yang signifikan terhadap minat beli konsumen dengan nilai t hitung 8.883 lebih besar daripada t tabel (1,976), sedangkan brand image (t hitung = 4.282) dan motivasi (t hitung = 2.551) memiliki pengaruh yang signifikan terhadap minat beli konsumen. Akan tetapi iklan, brand image, motivasi secara simultan berpengaruh terhadap minat beli konsumen dengan perolehan nilai signifikansi 0,00.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Iklan, Brand Image, Motivasi, Minat Beli Konsumen. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | S.E ketut mahendranata D |
| Date Deposited: | 17 Dec 2021 06:15 |
| Last Modified: | 17 Dec 2021 06:15 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/12950 |
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