Pengaruh Kesadaran Merek dan Kepercayaan Merek terhadap Minat Beli Skincare Bebwhite C di Kabupaten Karawang

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Abstrak

Penelitian ini dilakukan untuk menganalisi pengaruh kesadaran merek dan kepercayaan merek terhadap minat beli skincare Bebwhite C Karawang. Penelitan ini dilakukan dengan menggunakan metode deskriptif dan verifikatif, yaitu: mengumpulkan, menyajikan, menganalisis dan melakukan pengujian hipotesis, serta membuat kesimpulan saran. Sample yang dikumpulkan menggunakan metode Slovin dan teknik sampling  Simple Random Sampling yang kemudian menghasilkan sampel sebanyak 300 responden. Berdasarkan hasil analisis yang telah dilakukan penelitian ini membuktikan bahwa koefisien korelasi antara variabel kesadaran merek dan kepercayaan merek tingkat korelasinya kuat dan berpengaruh positif dan signifikan. Variabel kesadaran merek dan kepercayaan merek secara parsial berpengaruh positif dan signifikan terhadap minat beli, serta variabel kesadaran merek dan kepercayaan merek secara simultan berpengaruh positif dan signifikan terhadap minat beli.

Kata Kunci: Kesadaran Merek, Kepercayaan Merek, Minat Beli

Abstract

This research was conducted to analyze the Effect of Brand Awareness and Brand Trust on Buying Interest at Bebwhite C Skincare Karawang. The research was conducted by implement descriptive and verification methods, they are including: collecting, presenting, analyzing and testing hypotheses also create conclusions and suggestions based on the research result. Research Samples were gathered using the method of Slovin method and the sampling technique random sampling which then produced 300 samples. From the results of data a coefficient’s correlation was obtained between brand awareness variables and brand trust the correlation level is strong and has a positive effect. The brand awareness variables and brand trust variables partially have a positive and significant effect on job satisfaction, and the training and compensation variables simultaneously have a positive and significant effect on job satisfaction.

Keyword: Brand Awareness, Brand Trust, Buying Interest