PENGARUH BRAND AWARENESS DAN NORMA SUBYEKTIF TERHADAP MINAT BELI ULANG KOSMETIK WARDAH (Studi Kasus Pada Outlet Rukun Jaya)

Abstract

This study aims to know the effect of brand awareness, subjective norms toward the repurchase interest of cosmetics brand of Wardah. The type of this study was associative. Associative study is a study that aims to know the effect or relationship between two or more variables. This study analyzes the effect of brand awareness and subjective norms toward repurchase interest of cosmetic brand of Wardah in Rukun Jaya outlet. The data in this study were quantitative and qualitative data and source of data was primary. The number of sample were 30 samples. The techniques to collect data were through observation and questionnaire while data analysis technique was Multiple Linear Regression, t-test, f-test and R2. The results of the multiple regression equation dependent study stated that brand awareness (X1) and subjective norms (X2) had positive and significant effect toward repurchase interest (Y). The results of the t-test stated that t-value > t-table (2.274 > 2.051) it means that brand awareness (X1) had effect and significant toward repurchase interest (Y). The results of the t-test state that t-value > t-table (11,494 > 2.051) it means that the subjective norm (X2) had effect and significant toward repurchase interest (Y). The results of the f-test was f-value > f-table (71.072 > 3.340) it means that brand awareness (X1) and subjective norms (X2) had effect and significant toward repurchase interest (Y). The results of the R2 test was of 0.840, it means that brand awareness (X1) and subjective norms (X2) had effect of 84%, the remaining of 16% was affected by other variables.