Pengaruh brand fit, brand identification, brand ambassador terhadap repurchase intention melalui attitude toward brand pada konsumen produk kosmetik maybelline di Surabaya

Nabylla, Yusya Chudany (2019) Pengaruh brand fit, brand identification, brand ambassador terhadap repurchase intention melalui attitude toward brand pada konsumen produk kosmetik maybelline di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

	Text (Title.pdf) SAMPUL.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (2MB)
Preview	Text (Abstract.pdf) ABSTRAK.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (87kB) | Preview
Preview	Text (Chapter1.pdf) BAB I.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (1MB) | Preview
	Text (Chapter2.pdf) BAB II.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (171kB)
	Text (Chapter3.pdf) BAB III.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (188kB)
	Text (Chapter4.pdf) BAB IV.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (508kB)
	Text (Chapter5.pdf) BAB V.pdf Restricted to Registered users only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (141kB)
Preview	Text (Bibliography.pdf) DAFTAR PUSTAKA.pdf Available under License Creative Commons Attribution Non-commercial Share Alike. Download (149kB) | Preview
	Text (Appendices.pdf) LAMPIRAN.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial Share Alike. Download (620kB)

Abstract

Di era modern saat ini, kaum wanita memiliki tingkat pengetahuan yang lebih terkoneksi secara sosial. Ini yang menimbulkan pola hidup konsumtif dan meninggalkan pola hidup produktif. Salah satu barang yang membuat kaum wanita menjadi hidup lebih konsumtif adalah produk kosmetik. Beberapa merek kosmetik saling bersaing dengan brand lain demi menempati pangsa pasar di Indonesia. Produk kosmetik L’Oreal Group yang biasa terjangkau oleh kaum wanita di pasaran salah satunya adalah kosmetik Maybelline. Banyaknya pesaing baru dengan inovasi yang mereka tawarkan, membuat niat beli masyarakat pada kosmetik Maybelline mulai berkurang. Untuk dapat bertahan dalam persaingan, perusahaan perlu untuk meningkatkan Repurchase Intention. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Brand Fit, Brand Identification, dan Brand Ambassador terhadap Repurchase Intention melalui Attitude Toward Brand pada konsumen produk kosmetik Maybelline di Surabaya. Sampel yang digunakan pada penelitian ini yaitu adalah wanita yang berdomisili di wilayah kota Surabaya yang yang telah membeli dan menggunakan produk kosmetik Maybelline dalam kurun waktu minimal 2 kali dalam 3 bulan terakhir, berusia 18-60 tahun, sejumlah 130 responden. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan SPSS sebagai software untuk mengolah data. Temuan empiris mengindikasikan bahwa hubungan Attitude Toward Brand terhadap Repurchase Intention memiliki koefisien regresi terbesar dengan nilai sebesar 0.744, lalu pengaruh Brand Fit terhadap Attitude Toward Brand dengan nilai koefisien regresi sebesar 0.491, hubungan antara Brand Identification terhadap Attitude Toward Brand memiliki koefisien regresi sebesar 0.127, dan hubungan antara Brand Ambassador terhadap Attitude Toward Brand memiliki koefisien regresi paling tinggi sebesar 0.211 / In today's modern era, women have a level of knowledge that is more socially connected. This raises consumptive life pattern and abandon productive lifestyle. One of the things that make women become more consumptive life is a cosmetic product. Some cosmetic brands competing with others for the brand occupy the market share in Indonesia. L'Oreal Group's cosmetic products are amazingly affordable by women in the market one of them is Maybelline cosmetics. The number of new competitors with innovations they offer, made public purchasing intentions at Maybelline cosmetics began to decrease. To be able to survive in the competition, companies need to improve Repurchase Intention. This study aims to analyse the influence of Brand Fit, Brand Identification, and Brand Ambassador on Repurchase Intention through Attitude Toward Brand Maybelline cosmetic product on consumers in Surabaya. Samples used in this study are women who are domiciled in the Surabaya city area who have purchased and using Maybelline cosmetic products within a minimum of 2 times in the last 3 months, aged 18-60 years, a total of 130 respondents. For processing and analysing data in this study, that is by using SPSS 22.0 as a software for processing data. Empirical findings indicate that the relationship Attitude Toward Brand to Repurchase Intention has a big regression coefficient with a value of 0744, then the effect of Brand Fit to Attitude Toward Brand with a regression coefficient of 0491, the relationship between Brand Identification on Attitude Toward Brand has a regression coefficient of 0.127, relationship between the Brand Ambassador of the Attitude Toward Brand has the highest regression coefficient for 0.211

Actions (login required)

View Item