PENGARUH KESADARAN MEREK DAN PERSEPSI KUALITAS TERHADAP NIAT BELI PRODUK PELEMBUT DAN PEWANGI PAKAIAN MEREK SOFTENER SO KLIN TWILIGHT SENSATION SERIES DI SURABAYA SELATAN
Abstract: Wings Group is one
of the successful companies engaged in the business of toiletries. One of the
Wings Group products in the toiletries industry is Softener So Klin which has a
positive note in increasing itsbrand value. This is supported by the Top Brand
Index (TBI) results during the 2012-2014 Softener SoKlin period is still at a
higher level. However, the decline in 2016 due to the inclusion of Downycompetitor
products. By removing the latest variant of fabric Softener and fragrance, the
TwilightSensation Series is believed to be able to attract consumers' buying
intention through brand awareness and quality perceptions owned by Softener So
Klin. The purpose of this study is to discuss and analyze the effect of brand
awareness and quality perception on the intention to buy softener and perfumeproduct
of Softener So Klin Twilight Sensation Series. The population in this study are
retail storevisitors such as Supermarket and minimarket women aged 17-50 years
who have never bought and useSoftener So Klin Twilight Sensation Series. The
research location is Hypermart Royal Plaza as well assome retail stores
Alfamart and Indomaret in South Surabaya with total sample of 110 people. The analysis
technique used is multiple linear regression. The result of the research shows
that from theresult of t test, there is influence of brand awareness on
purchase intention and the result of variable of perceive quality also
influence to purchase intention.
Keywords: brand awareness,
perceive quality, purchase intention
Penulis: Luluk Kriswianti
Kode Jurnal: jpmanajemendd171180
