Yusuf, Rausa Faranisa and Adam, M. Riyadh Rizky (2017) Analyzing Brand Awareness, Brand Image, Health Motivation, and Brand Trust towards Purchase Intention (A Case Study of Tropicana Slim Instant Noodles). Bachelor thesis, Swiss German University.

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Abstract

Instant food is the food that become famous in this globalization era. One type of instant food that has biggest demand in the world is instant noodles. Indonesia has the second largest demand on instant noodles by the population. This create an aggressive industry in instant noodle with the number of competitor in the market. Tropicana slim came to the industry with their uniques selling point which is a healthier noodle due to their less salt, less fat, and less calori product. According to Top Brand Awards Indonesia, Tropicana Slim was no where to be seen as a Top Brand in the category of instant noodle, whereas other Tropicana Slim product won Top Brand Award continuously from 2012-2016 in Low-Calorie Sweetener product. The study analyze brand awareness, health motivation, brand image, towards brand trust that influence purchase intention. Using SPSS version 22 and Structural Equation Method (SEM) in AMOS version 24 for data analysis from quantitavie research of 103 respondents using nonprobability judgemental sampling. A qualitative research also used in this research as a pre-survey by conducting focus group discussion. Result shows that five from six hypotheses were accepted, and one hypothesis were rejected.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Brand Awareness; Brand Image; Brand Trust; Health Motivation; Instant Noodle
Subjects:	H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	10 May 2020 09:05
Last Modified:	10 May 2020 09:05
URI:	http://repository.sgu.ac.id/id/eprint/183

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