ANALISIS NIAT BELI: STUDI KASUS KONSUMEN MS GLOW DI JAKARTA
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Abstract
Perawatan kulit adalah rangkaian produk yang mana digunakan secara rutin untuk merawat atau melindungi kulit. Perkembangan ini tidak hanya disebabkan oleh kemajuan teknologi, tetapi juga oleh perubahan dalam preferensi konsumen yang mencari produk yang sesuai dengan kebutuhan individual mereka. Penelitian ini bertujuan untuk memahami dan mengukur apakah kesadaran merek, kepercayaan merek, dam manfaat ekonomi yang dirasakan memiliki pengaruh terhadap niat beli MS GLOW di Jakarta. Responden pada penelitian ini berjumlah 223 konsumen yang ingin membeli produk perawatan kulit MS GLOW. Hasil pada penelitian ini menunjukan bahwa kesadaran merek, kepercayaan merek, manfaat ekonomi yang dirasakan memiliki pengaruh positif dan signifikan terhadap niat beli.
Skincare is a range of products which are used regularly to treat or protect the skin. This development is not only caused by technological advances, but also by changes in consumer preferences that seek products that suit their individual needs. This study aims to understand and measure whether brand awareness, brand trust, and perceived economic benefits have an influence on MS GLOW purchase intention in Jakarta. Respondents in this study totaled 223 consumers who wanted to buy MS GLOW skincare products through the Shope platform. The results in this study indicate that brand awareness, brand trust, perceived economic benefits have a positive and significant influence on purchase intention.
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