Brand Familiarity, Brand Credibility dan Sikap Skeptis dalam Mempengaruhi Minat Beli Konsumen Produk Sabun Merek Dettol di Kota Sumbawa
نویسندگان
چکیده
Penelitian ini bertujuan untuk menguji: (1) Pengaruh brand familiarity, credibility dan sikap skeptis dalam iklan terhadap minat beli konsumen produk sabun Dettol secara parsial di Kota Sumbawa. (2) simultan Jenis penelitian dengan menggunakan metode kuantitatif deskriptif melalui pendekatan kausal. Data yang digunakan adalah data primer. Sumber yaitu sumber eksternal, dimana diperoleh dari kuesioner dijawab oleh 96 responden. Teknik pengambilan sampel purposive sampling penarikan non-probability sampling. Uji validitas instrument analisis bivariable parson uji reabilitas cronbach’s alpha. Analisis regresi berganda hipotesis ini. Hasil menemukan bahwa: Untuk parsial, variabel familiarity berpengaruh positif tetapi tidak siginifikan beli, signifikan konsumen. (3) Sikap negatif namun signifikan, karena itu dapat disimpulkan bahwa semakin rendah suatu produk, maka tinggi pula (4) simultan, beli.
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ژورنال
عنوان ژورنال: JIIP (Jurnal Ilmiah Ilmu Pendidikan)
سال: 2022
ISSN: ['2614-8854']
DOI: https://doi.org/10.54371/jiip.v5i12.1228