ABSTRACT
THE INFLUENCE OF BRAND AWARENESS TRES
emme
SHAMPOO FOWARDS THE INTEREST PURCHASE OF CONSUMER INBANDAR LAMPUNG
By
Robiansyah
Shampoo products is one solution that can be chosen by someone to solve hair problems they experienced. These conditions encourage the emergence of a variety of hair care products, one of which is TRESemme Shampoo. TRESemme is one of the latest products of PT Unilever Indonesia Tbk.
Competition problems identified are brand awareness on a variety of shampoo products are marketed, which is something that is synonymous with women, beauty and appearance. So that the target market of these products is a woman, because women always feel concerned and wanna have beautiful hair. The issue to be discussed is: What factors are brand awareness affects the formation of the buying interest TRESemme Shampoo?
Robiansyah
Results of data obtained from the distribution of questionnaires with sampling conducted by purposive sampling method to the 90 respondents in the shampoo product users Bandar Lampung. Through regression analysis of the user respondents TRESemme Shampoo products with a level of confidence of 95%, a= 0.05 and df = 2 obtained results: Regression coefficient value (β = 0.766), t-test value (11,163), Sig (0.000), and Value count > t table (11.163 > 1.987) then, Ho is rejected and Ha accepted. It could be said that the level of brand awareness affects consumer buying interest TREsemme Shampoo in
Bandar Lampung.
Advice given is the company should continue to make improvements and innovations to the products, as well as make improvements to brand communication activities. One of them doing active promotion through
