Skripsi S1

Pengaruh Product Quality dan Emotional Marketing terhadap Purchase Intention dengan Brand Awareness sebagai Variabel Intervening pada Tolak Angin Sido Muncul (Studi pada Masyarakat di Kecamatan Alian)

---

ABSTRAK
Penelitian ini bertujuan untuk mengetahui pengaruh product quality dan emotional marketing dalam bentuk brand awareness dan purchase intention dari produk Tolak Angin Sido Muncul. Ruang lingkup dalam penelitian ini adalah Kecamatan Alian. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survey. Teknik pengambilan sampel dengan menggunakan purposive sampling dengan jumlah sampel sebanyak 100 responden yang sudah pernah membeli ataupun pernah mengkonsumsi Tolak Angin Sido Muncul. Teknik pengumpulan data dengan menggunakan kuesioner online.Analisis data dilakukan dengan uji validitas, uji reabilitas, uji multikolineritas, uji heterokedastisitas, uji normalitas, uji parsial dan uji koefisien determinasi.
Berdasarkan analisis data yang dilakukan dalam penelitian ini, dapat disimpulkan bahwa variabel product quality ("X" _"1" ) berpengaruh signifikan terhadap variabel brand awareness ("Y" _"1" ). Variabel emotional marketing ("X" _"2" ) berpengaruh signifikan terhadap variabel brand awareness ("Y" _"1" ). Variabel product quality berpengaruh signifikan terhadap variabel purchase intention ("Y" _"2" ). Variabel emotional marketing berpengaruh signifikan terhadap variabel purchase intention ("Y" _"2" ). Variabel brand awareness ("Y" _"1" ) tidak berpengaruh terhadap variabel purchase intention ("Y" _"2" ). Variabel product quality ("X" _"1" ) tidak berpengaruh terhadap variabel purchase intention ("Y" _"2" ) dengan variabel brand awareness ("Y" _"1" ). Variabel emotional marketing ("X" _"2" ) tidak berpengaruh terhadap variabel purchase intention ("Y" _"2" ) dengan brand awareness ("Y" _"1" ).
Kata kunci: product quality, emotional marketing, brand awareness, purchase intention.
ABSTRACT
This study aims to determine the effect of product quality and emotional marketing in the form of brand awareness and purchase intention of the Tolak Angin Sido Muncul products. The scope of this research is Alian Distric. This research is a quantitative study using a survey method. The sampling technique used purposive sampling with a total sample size of 100 respondents who had bought or consumed Tolak Angin Sido Muncul. Data collection techniques using online questionnaires. Data analysis was performed by validity test, reliability test, multicolinearity test, heteroscedasticity test, normality test, partial test and determination coefficient test.
Based on the data analysis carried out in this study, it can be concluded that the product quality variable ("X" _"1" ) has a significant effect on the brand awareness variable ("Y" _"1" ). The emotional marketing variable ("X" _"2" ) has a significant effect on the brand awareness variable ("Y" _"1" ). The product quality variable has a significant effect on the purchase intention ("Y" _"2" ) variable. Emotional marketing variables have a significant effect on purchase intention ("Y" _"2" ). The brand awareness variable ("Y" _"1" ) has no effect on the purchase intention ("Y" _"2" ) variable. The product quality variable ("X" _"1" ) has no effect on the purchase intention variable ("Y" _"2" ) and the brand awareness variable ("Y" _"1" ). The emotional marketing variable ("Y" _"2" ) has no effect on the purchase intention ("Y" _"2" ) variable with brand awareness ("Y" _"1" ).
Keywords: product quality, emotional marketing, brand awareness, purchase intention

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

658.81 Irm p c.

Penerbit

Kebumen : STIE Putra Bangsa., 2020

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

658.81

Tipe Isi

text

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

-

Info Detail Spesifik

-

Pernyataan Tanggungjawab

Irma Erfiana

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar