Please use this identifier to cite or link to this item: https://repositori.uma.ac.id/handle/123456789/25371
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dc.contributor.advisorHarahap, Dinda Permata-
dc.contributor.authorFitria, Jihan Dwi-
dc.date.accessioned2024-09-12T02:01:18Z-
dc.date.available2024-09-12T02:01:18Z-
dc.date.issued2024-07-19-
dc.identifier.urihttps://repositori.uma.ac.id/handle/123456789/25371-
dc.description105 Halamanen_US
dc.description.abstractPenelitian ini bertujuan untuk mengetahui pengaruh emosional branding terhadap niat pembelian merek kecantikan “Dove” di kalangan mahasiswa Fakultas Psikologi Universitas Medan Area. Sampel berjumlah 155 partisipan yang dipilih dengan teknik snowball sampling. Snowball sampling merupakan suatu teknik dimana ukuran sampel awalnya dimulai dari kecil dan berangsur-angsur bertambah (Sugiyono, 2011). Penelitian ini menggunakan metode kuantitatif dengan analisis regresi linier. Skala yang digunakan adalah skala likert dengan empat pilihan respon. Berdasarkan hasil analisis diperoleh bahwa terdapat pengaruh positif yang signifikan dari emosional branding terhadap niat pembelian, dengan (rm) = 0,679 dan P=0,000 < 0,05. Dalam konteks ini, semakin tinggi emosional branding maka semakin tinggi pula niat membeli. Analisis data menunjukkan bahwa emosional branding termasuk dalam kategori tinggi, dengan mean hipotetis (80) < mean empiris (98,94). dan standar deviasi (SD) sebesar 13,977. Analisis terhadap minat beli juga menunjukkan tingkat yang tinggi, dengan mean hipotetis (100) < mean empiris (122,12), dan standar deviasi (SD) sebesar 18,444. Koefisien determinasi (r') untuk variabel emosional branding dan niat membeli adalah r' = 0,461 yang menunjukkan bahwa 46,1% varians dijelaskan oleh variabel-variabel tersebut, sedangkan 53,9% dipengaruhi oleh faktor lain yaitu dari faktor internal maupun faktor eksternal dari purchase intention . This study aimed to determine the effect of emotional branding on purchase intention for the "Dove" beauty brand among students of the Faculty of Psychology at University of Medan Area. The sample consisted of 155participants, selected using the snowball sampling technique. Snowball sampling is a technique where the sample size initially starts small and graduallyincreases (Sugiyono, 2011). This research followed a quantitative method with linear regression analysis. The scale used was a Likert scale with four response options.Based on the analysis results, it was found that there was a significant positive effect ofemotional branding on purchase intention, with (rm) = 0.679 and P=0.000 < 0.05. In this context, the higher the emotional branding, the higher the purchase intention. The data analysis showed that emotional branding was categorized as high, with a hypothetical mean (80) < empirical mean (98.94). and a standard deviation (SD) of 13.977. The analysis ofpurchase intention also indicated a high level, with a hypothetical mean (100) < empirical mean (122.12).and a standard deviation (SD) of18.444. The coefficient ofdetermination (r')for the variables ofemotional branding und purchase intention was r' = 0.461,indicating that 46.1% ofthe variance was explained by these variables, while 53.9% was affected by other factors, both internal and external to purchase intention.en_US
dc.language.isoiden_US
dc.publisherUNIVERSITAS MEDAN AREAen_US
dc.relation.ispartofseriesNPM;198600304-
dc.subjectemotional brandingen_US
dc.subjectpurchase intentionen_US
dc.subjectdove branden_US
dc.titlePengaruh Emotional Branding terhadap Purchase Intention pada Brand Kecantikan "Dove" pada Mahasiswi Fakultas Psikologi Universitas Medan Areaen_US
dc.title.alternativeThe Effect Of Emotional Branding On Purchase Intention For The "Dove" Beauty Brand Among Students Of The Faculty Of Psychology At University Of Medan Areaen_US
dc.typeSkripsi Sarjanaen_US
Appears in Collections:SP - Psychology

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198600304 - Jihan Dwi Fitria - Fulltext.pdfCover, Abstract, Chapter I, II, III, V, Bibliography4.53 MBAdobe PDFView/Open
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