SKRIPSI MBS

Pengaruh Brand Awareness, Perceived Quality, dan Social Media Marketing Terhadap Brand Equity Produk Uniqlo

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ABSTRACT

This research aims to determine and analyze the influence of the implementation of
Brand Awareness, Perceived Quality and Social Media Marketing on Brand Equity
of Uniqlo Products. The sample used was based on Sugiyono's formula based on
purposive sampling of 160 respondents who used Uniqlo products in Surakarta.
This research uses quantitative research methods using questionnaires as data
collection material which is analyzed using SSPS 25 software. The results of this
research show that 1) Brand Awareness has a positive and significant effect on
Brand Equity of Uniqlo Products. 2) Perceived Quality has no effect on Brand
Equity of Uniqlo Products. 3) Social Media Marketing has a positive and significant
effect on Brand Equity of Uniqlo Products. So it can be concluded that when
consumers make a purchase a product looks at brand awareness and how to market
it on social media first. Because this can affect brand equity and considerations for
the company to continue strengthening its brand. Although there are factors that
have no influence. However, companies can also improve or evaluate and be more
careful in implementing Brand Equity to consumers.
Keywords: Brand Awareness, Perceived Quality, Social Media Marketing and
Brand Equity.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 SHA p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 120 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Shafa Narulista Salsabila

Versi lain/terkait

Lampiran Berkas

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