Pengaruh Brand Awareness dan Brand Association terhadap Purchase Intention melalui Perceived Quality pada Laneige di Jakarta
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Abstract
The purpose of this study was to examine the effect of the relationship between Brand Awareness and Brand Association towards Purchase Intention through the Perceived Quality of Laneige in Jakarta. The problem that exists in this research is the rare skincare research, while many sources said that the sales of beauty products are increasing growth every year. This research uses causal dan descriptive methods. For collecting the sample and data, purposive sampling was used and successfully gathered 124 respondents. Structural Equation Modeling (SEM) and PLS were used to process the data and descriptive statistics were obtained using IBM SPSS. The results obtained from the research using SmartPLS 3.0 tools are exogenous variables give a positive influence on endogenous variables of research that is the influence of Brand Awareness and Brand Association towards Purchase Intention through Perceived Quality of Laneige in Jakarta. The ultimate goal of this research is so that companies can know the factors that must be upgraded from the Beauty Brand especially Laneige to be able to reach more consumers in Indonesia.
Tujuan dari penelitian ini untuk melihat pengaruh Brand Awareness dan Brand Association terhadap Purchase Intention melalui Perceived Quality pada perusahaan kosmetik korea yaitu Laneige di Jakarta. Alasan utama penelitian ini dilakukan adalah dikarenakan penelitian tentang skincare dan kosmetik yang belum banyak diteliti serta menurut beberapa sumber, penjualan produk kecantikan meningkat setiap tahunnya. Penelitian ini menggunakan metode deskriptif dan kausal. Dalam mengumpulkan data dan sampel, menggunakan purposive sampling dan berhasil mengumpulkan 124 responden melalui kuesioner yang dibagikan secara online melalui Google Form. Penelitian ini menggunakan Structural Equation Modeling (SEM) dan PLS untuk memproses data, serta menggunakan IBM SPSS untuk mengumpulkan statistik deskriptif. Hasil akhir yang didapat melalui penelitian ini adalah terdapat pengaruh positif dari variabel endogen yang dipengaruhi oleh Brand Awareness dan Brand Association terhadap Purchase Intention melalui Perceived Quality pada Laneige di Jakarta. Tujuan utama penelitian ini adalah agar perusahaan dapat mengetahui faktor yang harus ditingkatkan dari merek produk kecantikan agar dapat menjangkau konsumen yang lebih banyak di Indonesia.
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