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PENGARUH KESADARAN MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI PRODUK PEMBALUT WANITA MEREK SOFTEX DI KECAMATAN TARIK SIDOARJO

PRATAMA, RYO ANUGRAH (2015) PENGARUH KESADARAN MEREK DAN KEPERCAYAAN MEREK TERHADAP NIAT BELI PRODUK PEMBALUT WANITA MEREK SOFTEX DI KECAMATAN TARIK SIDOARJO. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

The purposes of the study are to explore the effects of brand awareness and brand trust on purchase intention. The samples are collected from sanitary pad softex users living in tarik-sidoarjo, and the research adopts regression analysis to examine the hypotheses. 80 Questionnaire data were examined by using SPSS 20.00 for windows. The results are: (1) the effect of brand awareness on purchase intention aren’t significant but positive effect. (2) brand trust has a significant positive effect on purchase intention. (3) the effect of brand awareness and brand trust on purchase intention are significant and have positive effect as simultaneous. In instrument reseach was found that the customer can’t tell the different quickly about softex with another brand. The study suggests that the company of softex ought to correct a brand information and make the different display of product. Brand awareness will help customers to make purchase intention quickly when they are familier with brand and in this research brand awareness aren’t had a significant effect because experts said that to make a purchase desicion the ability of product is the main reason to considering buying a product. when brand trust is high, purchase intention will also increase because consumers will evaluate the fungsional of a product from their purchase experience. As a result, purchase intention will increase. Keywords: Brand Awareness, Brand Trust, Purchase Intention

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.82 - SALES PROMOTION
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 16 Feb 2017 06:41
Last Modified: 16 Feb 2017 07:02
URI: http://eprints.perbanas.ac.id/id/eprint/540

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