The influence of brand awareness and perceived quality on portia skin consumers' purchase intention in Jakarta

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Zalfaniansyah, Devita (2021) The influence of brand awareness and perceived quality on portia skin consumers' purchase intention in Jakarta. Undergraduate thesis, IPMI Business School.

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Devita Zalfaniansyah - The Influence of brand awareness and perceived quality on Portia skin consumers' purchase intention in Jakarta.pdf
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Abstract

The demand for skincare products are increasing along with the public's desire for clear and healthy skin, more locally made skincare products are becoming highly popular amongst Indonesian consumers due to its formula specifically made for Indonesian skin type. Portia skin is one of Indonesia skincare brand that emphasize on clean, cruelty free, and vegan product with premium and high quality ingredients. Various studies have been made on the effect of brand awareness and perceived quality on female consumers' purchase intention of foreign or local makeup products. However, most of them only feature female respondents as well as using foreign makeup or skincare brand as the subject, therefore the objective of this research is to indicate the influence of brand awareness and perceived quality on Portia skin consumers' purchase intention. The research approach of the study is quantitative and primary data followed by a structured questionnaire. The relationship between each variables were examined along with hypotheses developed. The sample size was 100 Portia skin consumers in Jakarta within the age range of 18-38 years old. Multiple regression analysis was used to test empirically the influence of brand awareness and perceived quality on Portia skin consumers' purchase intention. Among the two variables, perceived quality was the most influential element towards purchase intention. This study aims to help local Indonesian skincare companies to better enhance their marketing strategyto maximize the consumers' purchase intention.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 03 Jun 2022 03:35
Last Modified: 03 Jun 2022 03:35
URI: http://repository.ipmi.ac.id/id/eprint/1417

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