Daswani, Hanisha
(2018)
Investigating the relationship between perceived quality, brand awareness, brand image, and brand loyalty on international brands face makeup.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
The international face makeup industry is a very vast industry with many dominant firms. There is a wide range of options to choose from in Indonesia as consumers can choose the one which suits them best. This includes both high end and low end face makeup. There are many dupes available in the market and the competition for the industry increases as consumers have more options to choose from. This research aims to examine the relationship between perceived quality, brand awareness, brand image, and brand loyalty on face makeup. In this research, perceived quality and brand awareness are the independent variables. Brand image is the mediating variable. Brand loyalty is the dependent variable. The data collection method used in this research study is through using non-probability sampling, convenience sampling. The data is gathered by the circulation of questionnaires through the internet by Google Forms to friends and family of the researcher who are girls or women who have purchased face makeup from the age 15 and above who live in Jakarta, Indonesia. Secondary data is also gathered from various literature reviews. The data analysis for this research will be done with SmartPLS 3.0 for Mac. There are a total of 190 respondents for the actual test. The questionnaires will use a 5-point Likert scaling technique. From the 7 hypothesis that was formulated and tested, 6 are accepted and 1 are rejected. The result is that there is a positive and significant influence of brand awareness and brand loyalty, there is a positive and significant influence of perceived quality with brand image. there is a positive and significant influence of brand awareness with brand image. there is a positive and significant influence of brand image with brand loyalty, there is a positive and significant influence of perceived quality with brand loyalty through the mediation of brand image and there is a positive significant influence of brand awareness with brand loyalty through the mediation of brand image. The hypothesis that states there perceived quality positively influences brand loyalty is rejected.
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