Analisis Faktor-Faktor Yang Mempengaruhi Minat Beli Produk Skincare Pond’s di Kota Palembang

This study aims to analyze the factors that influence the purchase intention of Pond's skincare in the city of Palembang which consists of brand awareness, brand associations, brand loyalty and brand image. The population in this study are consumers who use Pond's skincare products in the city of Palembang. The sample in this study was 100 respondents using non-probability sampling method. The data collection tool used in this study was a questionnaire. The data analysis technique used in this research is using validity test, reliability test, classical assumption test, and multiple regression analysis with the help of SPSS program. The results in this study indicate that brand awareness, brand associations, brand loyalty and brand image have a positive and significant effect on buying interest in Pond's skincare in the city of Palembang.

Keywords: Brand Awareness, Brand Association, Brand Loyalty, Brand Image