DWI APRIYATI, NIM. 212021139 (2025) PENGARUH KUALITAS PRODUK DAN BRAND IMAGE TERHADAP BRAND AWARENESS PRODUK FACIAL WASH WARDAH DI KECAMATAN SEBERANG ULU II. Skripsi thesis, UNIVERSITAS MUHAMMADIYAH PALEMBANG.

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Abstract

This study aims to determine the influence of product quality and brand image on brand awareness of Wardah facial wash products in Seberang Ulu II District. The type of research used is associative. The data used are primary and secondary data. The sample for this study consisted of 100 respondents, with the sampling technique using non-probability sampling through purposive sampling. Data collection was carried out using questionnaires. The data analysis technique used was multiple linear regression analysis, F-test, T-test, and coefficient of determination with a significance level of 10%. The results show that product quality and brand image simultaneously have a significant effect on brand awareness, with an F-value of 160.067 > F-table 2.36. Partially, product quality has a significant effect on brand awareness with a t-value of 4.351 > t-table 1.660, and brand image has a significant effect on brand awareness with a t-value of 5.974 > t-table 1.660. The coefficient of determination (R²) of 76.3% indicates that the variables of product quality and brand image contribute to brand awareness, while the remaining 23.7% is influenced by other variables not included in this study.

Item Type:	Thesis (Skripsi)
Additional Information:	1. Dr. Trisniarty Adjeng Moelyatie, S.E.,M.M 2. Dr. Maidiana Astuti H,S.E.,M.Si
Uncontrolled Keywords:	Keywords: product quality, brand image, brand awareness.
Subjects:	Ekonomi dan Bisnis Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	21 May 2025 04:33
Last Modified:	21 May 2025 04:33
URI:	http://repository.um-palembang.ac.id/id/eprint/31300

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