THE INFLUENCE OF BRAND AWARENESS TRESemme SHAMPOO FOWARDS THE INTEREST PURCHASE OF CONSUMER IN BANDAR LAMPUNG
ABSTRACT
THE INFLUENCE OF BRAND AWARENESS TRES emme SHAMPOO
FOWARDS THE INTEREST PURCHASE OF CONSUMER IN
BANDAR LAMPUNG
By
Robiansyah
Shampoo products is one solution that can be chosen by someone to solve hair
problems they experienced. These conditions encourage the emergence of a
variety of hair care products, one of which is TRESemme Shampoo. TRESemme
is one of the latest products of PT Unilever Indonesia Tbk.
Competition problems identified are brand awareness on a variety of shampoo
products are marketed, which is something that is synonymous with women,
beauty and appearance. So that the target market of these products is a woman,
because women always feel concerned and wanna have beautiful hair. The issue
to be discussed is: What factors are brand awareness affects the formation of the
buying interest TRESemme Shampoo?
The purpose of this paper is : to determine the effect unaware of Brand, Brand
Recognition, Brand Recall, Top of Mind that affect the formation of brand
awareness on consumer buying interest TRESemme Shampoo in Bandar
Lampung. Benefits of Writing provide information or materials that are useful
inputs for PT Unilever Indonesia Tbk in formulating appropriate marketing
strategies as well as reference materials for further study.
Robiansyah
Results of data obtained from the distribution of questionnaires with sampling
conducted by purposive sampling method to the 90 respondents in the shampoo
product users Bandar Lampung. Through regression analysis of the user
respondents TRESemme Shampoo products with a level of confidence of 95%,
a= 0.05 and df = 2 obtained results: Regression coefficient value (β = 0.766),
t-test value (11,163), Sig (0.000), and Value count > t table (11.163 > 1.987)
then, Ho is rejected and Ha accepted. It could be said that the level of brand
awareness affects consumer buying interest TREsemme Shampoo in
Bandar Lampung.
Advice given is the company should continue to make improvements and
innovations to the products, as well as make improvements to brand
communication activities. One of them doing active promotion through
advertising and slogans are attractive. This is done so that the message can be
easily remembered and understood by consumers, so that consumers can learn
more about the product or memorize.
THE INFLUENCE OF BRAND AWARENESS TRES emme SHAMPOO
FOWARDS THE INTEREST PURCHASE OF CONSUMER IN
BANDAR LAMPUNG
By
Robiansyah
Shampoo products is one solution that can be chosen by someone to solve hair
problems they experienced. These conditions encourage the emergence of a
variety of hair care products, one of which is TRESemme Shampoo. TRESemme
is one of the latest products of PT Unilever Indonesia Tbk.
Competition problems identified are brand awareness on a variety of shampoo
products are marketed, which is something that is synonymous with women,
beauty and appearance. So that the target market of these products is a woman,
because women always feel concerned and wanna have beautiful hair. The issue
to be discussed is: What factors are brand awareness affects the formation of the
buying interest TRESemme Shampoo?
The purpose of this paper is : to determine the effect unaware of Brand, Brand
Recognition, Brand Recall, Top of Mind that affect the formation of brand
awareness on consumer buying interest TRESemme Shampoo in Bandar
Lampung. Benefits of Writing provide information or materials that are useful
inputs for PT Unilever Indonesia Tbk in formulating appropriate marketing
strategies as well as reference materials for further study.
Robiansyah
Results of data obtained from the distribution of questionnaires with sampling
conducted by purposive sampling method to the 90 respondents in the shampoo
product users Bandar Lampung. Through regression analysis of the user
respondents TRESemme Shampoo products with a level of confidence of 95%,
a= 0.05 and df = 2 obtained results: Regression coefficient value (β = 0.766),
t-test value (11,163), Sig (0.000), and Value count > t table (11.163 > 1.987)
then, Ho is rejected and Ha accepted. It could be said that the level of brand
awareness affects consumer buying interest TREsemme Shampoo in
Bandar Lampung.
Advice given is the company should continue to make improvements and
innovations to the products, as well as make improvements to brand
communication activities. One of them doing active promotion through
advertising and slogans are attractive. This is done so that the message can be
easily remembered and understood by consumers, so that consumers can learn
more about the product or memorize.