Deviyanti, Chika (2024) Pengaruh Brand Awareness, Brand Association dan Kualitas Produk Terhadap Purchase Intention Produk Kosmetik Make Over pada Mahasiswa Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran merek, asosiasi merek dan kualitas produk terhadap niat beli produk kosmetik Make Over pada mahasiswa Universitas 17 Agustus 1945 Surabaya. Populasi dalam penelitian ini adalah konsumen Make Over yang berada di Universitas 17 Agustus 1945 Surabaya. Jenis data yang digunakan dalam penelitian ini adalah data kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan jumlah sampel sebanyak 100 responden. Teknik pengumpulan data menggunakan metode angket dan analisis data dalam penelitian ini menggunakan metode uji t dan uji f. Dalam penelitian ini diperoleh hasil bahwa kesadaran merek, asosiasi merek dan kualitas produk berpengaruh positif dan signifikan terhadap niat beli. Secara simultan ketiga variabel independen tersebut berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Berdasarkan hasil SPSS versi 25, seluruh variabel independen berpengaruh secara simultan terhadap minat pembelian.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Awareness, Brand Association, Kualitas Produk, Purchase Intention |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HG Finance |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100294 Chika Deviyanti |
| Date Deposited: | 08 Jul 2026 01:47 |
| Last Modified: | 08 Jul 2026 01:47 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38134 |
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