HUBUNGAN ANTARA KESADARAN MEREK (BRAND AWARENESS) DENGAN MINAT BELI (PURCHASE INTENTION) KOSMETIK PURBASARI PADA WARGA WANITA DI RW 04, KELURAHAN KELAPA DUA WETAN, KECAMATAN CIRACAS, JAKARTA

Windari, Nanda (2014) HUBUNGAN ANTARA KESADARAN MEREK (BRAND AWARENESS) DENGAN MINAT BELI (PURCHASE INTENTION) KOSMETIK PURBASARI PADA WARGA WANITA DI RW 04, KELURAHAN KELAPA DUA WETAN, KECAMATAN CIRACAS, JAKARTA. S1 thesis, Universitas Negeri Jakarta.

Preview	Text Cover.pdf Download (658kB) | Preview
Preview	Text Table_of_Content.pdf Download (239kB) | Preview
Preview	Text Chapter_1.pdf Download (458kB) | Preview
	Text Chapter_2.pdf Restricted to Repository staff only Download (583kB) | Request a copy
Preview	Text Chapter_3.pdf Download (629kB) | Preview
	Text Chapter_4.pdf Restricted to Repository staff only Download (557kB) | Request a copy
Preview	Text Chapter_5.pdf Download (109kB) | Preview
Preview	Text Bibliography.pdf Download (223kB) | Preview

Abstract

NANDA WINDARI. The Correlation between Brand Awareness of Purbasari Cosmetics with Customer Purchase Intention On The Women Residents of RW 04 Kelurahan Kelapa Dua Wetan, Kecamatan Ciracas, East Jakarta. Thesis, Jakarta. Study Program of Commerce Education, Department of Economics and Administration, Faculty of Economics, State University of Jakarta. 2014. The purpose of this research is to obtain valid and reliability datas or facts about the possibility correlation between brand awareness of Purbasari with customer purchase intention on the residents of RW 04 Kelurahan Kelapa Dua Wetan, Kecamatan Ciracas, East Jakarta. The research used survey method with the correlational approach. The research was conducted at RW 04 Kelurahan Kelapa Dua Wetan, Kecamatan Ciracas, East Jakarta for five months from February 2014 until June 2014. The population in this study are women residents of RW 04 Kelurahan Kelapa Dua Wetan, Kecamatan Ciracas, East Jakarta, where the possible populations were 40 residents of RT 08. The technique which is used in gathering the sample was simple random sampling about 36 residents. According to statistical computation, the regression equation is Ŷ = 48,79 + 0,49X. Test requirements analysis of the normality test error of estimated regression of Y on X (Y – Ŷ) to produce Lcount liliefors test = 0,0851, while the Ltable for n = 36 at 0,05 significant level is 0,1477. Because the Lcount < Ltable then an error of estimated regression of Y on X (Y – Ŷ) is normally distributed. Testing linearity of regression produces Fcount < Ftable is Fcount = 1,71 < Ftable = 2,22, so it was concluded that the linear equation regression. From test significance regression produces Fcount > Ftable, which is Fcount = 9,07 > Ftable = 4,13, meaning that the regression equation is significant. Product Moment correlation coefficient of Pearson generating rxy = 0,459, it indicates there’s a positive correlation between brand trust with customer loyalty. Thereafter performed the test significance correlation coefficient using the t-test and the resulting tcount > ttable, which is tcount = 3,012 > ttable = 1,68. It can be concluded that the correlation between brand awareness with customer purchase intention is significant. The coefficient of determination obtained for 21,07% which shows that 21,07% of the variation of customer purchase intention is determined by the brand awareness. The result of this research has proved the existence of a positive and significant correlation between brand awareness of Purbasari with customer purchase intention on the women residents of RW 04 Kelurahan Kelapa Dua Wetan, Kecamatan Ciracas, East Jakarta.

Actions (login required)

View Item