Pengaruh brand awareness, kemasan produk, dan harga terhadap minat beli viva kosmetik pada gen Z

Simanjuntak, Anisa Betesda Yohana (2025) Pengaruh brand awareness, kemasan produk, dan harga terhadap minat beli viva kosmetik pada gen Z. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to test and analyze the effect of brand awareness, product packaging, and price on buying interest in viva cosmetics in gen Z who have never bought the product. This study uses primary data obtained through a questionnaire with a sample of 104 respondents selected using non-probability sampling techniques and purposive sampling methods. The data analysis techniques used include validity test, reliability test, classical assumption test consisting of normality test, multicolonierity test, and heteroscedasticity test, multiple linear regression analysis, hypothesis testing consisting of t test, f test, and coefficient of determination. The results showed that brand awareness has a positive but insignificant effect on purchase intention. Product packaging has a positive and significant effect on purchase intention and price has a positive and significant effect on purchase intention. Simultaneously, brand awareness, packaging, and price affect the purchase intention of viva cosmetics in gen Z.

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