PENGARUH KUALITAS PRODUK, PENGETAHUAN PRODUK DAN CITRA MEREK TERHADAP MINAT BELI : STUDI BANDING PELEMBAB WAJAH OLAY DAN PELEMBAB WAJAH POND’S

RAMADHANI, FITRA (2015) PENGARUH KUALITAS PRODUK, PENGETAHUAN PRODUK DAN CITRA MEREK TERHADAP MINAT BELI : STUDI BANDING PELEMBAB WAJAH OLAY DAN PELEMBAB WAJAH POND’S. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (586kB) | Preview
Preview	Text Table_Of_Content.pdf Download (74kB) | Preview
Preview	Text Chapter1.pdf Download (137kB) | Preview
	Text Chapter2.pdf Restricted to Repository staff only Download (375kB)
Preview	Text Chapter3.pdf Download (245kB) | Preview
	Text Chapter4.pdf Restricted to Repository staff only Download (468kB)
Preview	Text Chapter5.pdf Download (92kB) | Preview
Preview	Text Bibliography.pdf Download (108kB) | Preview

Abstract

ABSTRACT Fitra Ramadhani, 2015; The Influence of Product Quality, Product Knowledge and Brand Image toward Purchase Interntion (Comparison Study of Olay’s Moisturizer Cream and Pond’s Moisturizer Cream). Mini -thesis, Jakarta: Marketing Management, Management, Facaulty of Economics, State University of Jakarta. Advisory: Dr. Mohamad Rizan, SE, MM & Agung Kresnamurti RP, ST, MM The purpose of this research are to describe product quality, product knowledge, brand image and purchase intention and testing empirically the influence of prduct quality, product knowledge ad brand image toward purchase intention Olay’s moisturizer cream and Pond’s moisturizer cream. The research method is quantitative with descriptive and causal research design by use survey method. The population are visitors of retail cosmetics store at Kota Kasablanka mall and ITC Kuningan who haven’t used the Olay’s moisturizer cream and Pond’s moisturizer cream. Sampling technique use purposive sampling with total of sample counted 200 respondents and use SPSS 21.0 as analysis tool. Hypothesis test analysis use multiple regression analysis. The results of t test shows product quality and purchase intenion Olay and Pond’s significantly influence with significance value 0.000. Product knowledge and purchase intention Olay significantly influence with significance value 0.000 and Pond’s significance value 0.001. Brand image and purchase intention Olay significantly influence with significance value 0.000 and Pond’s has significance value 0.006. The results of Olay F test shows the influence of product quality, product knowledge and brand image toward purchase intention has significance value 0.000 with variant of determination could explained about 35.3%. The results of Pond’s F test shows the influence of product quality, product knowledge and brand image toward purchase intention has significance value 0.000 with variant of determination could explained about 27.3%. Keyword:Product quality, Product knowledge, Brand Image, Purchase Intention

Actions (login required)

View Item