REGITANDINI, Tamarine Mirelle (2023) The Influence of Brand Awareness, Brand Reputation, and Brand Association towards to Purchase Intention of Everwhite Skincare with Brand Trust as a Mediating Variable (Study on Generation Z). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This study aims to analyze and find out more deeply whether Brand Awareness, Brand Reputation, Brand Association, and Brand Trust have an effect on Purchase Intention on Everwhite Skincare. The number of samples in this study were 125 respondents. Quantitative descriptive research method through online questionnaires on Google Form. The analysis tool used is SEM AMOS. The results of the study concluded that Brand Awareness affects Brand Trust and Purchase Intention, Brand Reputation influences Brand Trust and Purchase Intention, Brand Trust influences Purchase Intention, Brand Association does not affect Purchase Intention, Brand Trust mediates the effect of Brand Awareness and Brand Reputation on Purchase Intention. The managerial implications of the conclusions in this study are that it is hoped that the Deca Group company that oversees Everwhite Skincare can increase attractive promotions, develop better product quality, and increase collaboration with influencers. The limitation of this research is that there are still many respondents who filled out open questions in the questionnaire with unclear answers or even did not fill in. Thus, the results of the research analysis are only based on theory and observation.

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