?url_ver=Z39.88-2004&rft_id=1641011026&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KESADARAN+MEREK+DAN+KEPERCAYAAN+MEREK+TERHADAP+MINAT+BELI+MOBIL+XENIA+DI+ASTRA+DAIHATSU+LAMPUNG&rft.creator=ENJELINA++%2C+SIANTURI&rft.subject=330+Ekonomi&rft.description=Seiring+dengan+kondisi+persaingan+yang+semakin+ketat%2C+perusahaan+dituntut+untuk%0D%0Amelakukan+berbagai+upaya+guna+meraih+pangsa+pasar+terbesar+dan+mendapatkan%0D%0Aloyalitas+pelanggan.+Salah+satu+upaya+yang+dapat+dilakukan+perusahaan+adalah%0D%0Adengan+membentuk+identitas+produk+yang+kuat+melalui+persaingan+merek%2C%0D%0Amengingat+pada+saat+ini+persaingan+tidak+hanya+terbatas+pada+atribut+fungsional%0D%0Aproduk%2C+melainkan+sudah+dikaitkan+dengan+merek+yang+mampu+memberikan+citra%0D%0Akhusus+bagi+pemakainya.Mobil+Xenia+banyak+diminati+oleh+masyarakat+karena%0D%0Abanyak+kelebihan+yang+didapatkan.Kelebihan+yang+ditawarkan+pada+mobil+Xenia%2C%0D%0Atidak+lantas+membuat+produk+tersebut+laris+di+pasaran.+Dengan+demikian%2C+artinya%2C%0D%0Aminat+beli+konsumen+terhadap+produk%2C+tidak+hanya+terpengaruh+pada+promosi%0D%0Amelalui+penjabaran+mengenai+kelebihan+suatu+produk+saja%2C+tetapi+terdapat+faktor%0D%0Alain+yang+menyebabkan+konsumen+melakukan+minat+beli+produk%2C+seperti+kesadaran%0D%0Amerek+dan+kepercayaan+merek.+Tujuan+dari+penelitian+ini+adalah+untuk+mengetahui%0D%0Apengaruh+kesadaran+merek+dan+kepercayaan+merek+terhadap+minat+beli+mobil+Xenia%0D%0Adi+Astra+Daihatsu+Lampung.+Penelitian+ini+berjenis+penelitian+kuantitatif+yang%0D%0Amenggunakan+metode+survei.+Sumber+data+pada+penelitian+ini+menggunakan+data%0D%0Aprimer.+Data+primer+didapatkan+dengan+menggunakan+instrumen+kuesioner+yang%0D%0Adibagikan+kepada+masyarakat+yang+sudah+membeli+mobil+Xenia+di+Astra+Daihatsu%0D%0ALampung.+Hasil+yang+didapatkan+dari+penelitian+ini+bahwasanya+kesadaran+merek%0D%0Aberpengaruh+positif+terhadap+minat+beli+mobil+Xenia+di+Astra+Daihatsu+Lampung.%0D%0ASelain+itu%2C+Kepercayaan+merek+juga+diketahui+berpengaruh+positif+terhadap+minat%0D%0Abeli+mobil+Xenia+di+Astra+Daihatsu+Lampung.%0D%0AKata+Kunci+%3A+Kesadaran+Merek%2C+Kepercayaan+Merek%2C+Minat+Beli%0D%0A%0D%0AAlong+with+increasingly+fierce+competition+conditions%2C+companies+are+required+to%0D%0Amake+various+efforts+to+gain+the+largest+market+share+and+gain+customer+loyalty.%0D%0AOne+of+the+efforts+that+can+be+made+by+the+company+is+to+form+a+strong+product%0D%0Aidentity+through+brand+competition%2C+considering+that+at+this+time+competition+is+not%0D%0Aonly+limited+to+the+functional+attributes+of+the+product%2C+but+is+already+associated%0D%0Awith+brands+that+are+able+to+provide+a+special+image+for+the+wearer.Xenia+cars+are%0D%0Ain+great+demand+by+the+public+because+of+the+many+advantages+they+get.The%0D%0Aadvantages+offered+in+the+Xenia+car+do+not+necessarily+make+the+product+in+demand%0D%0Ain+the+market.+Thus%2C+it+means+that+consumer+buying+interest+in+products+is+not+only%0D%0Ainfluenced+by+promotions+through+elaboration+of+the+advantages+of+a+product%2C+but%0D%0Athere+are+other+factors+that+cause+consumers+to+have+an+interest+in+buying+products%2C%0D%0Asuch+as+brand+awareness+and+brand+trust.+The+purpose+of+this+study+was+to%0D%0Adetermine+the+effect+of+brand+awareness+and+brand+trust+on+the+intention+to+buy+a%0D%0AXenia+car+at+Astra+Daihatsu+Lampung.+This+type+of+research+is+quantitative%0D%0Aresearch+using+survey+methods.+Source+of+data+in+this+research+uses+primary+data.%0D%0APrimary+data+was+obtained+using+a+questionnaire+instrument+which+was+distributed%0D%0Ato+people+who+had+bought+a+Xenia+car+at+Astra+Daihatsu+Lampung.+The+results%0D%0Aobtained+from+this+study+show+that+brand+awareness+has+a+positive+effect+on+the%0D%0Aintention+to+buy+a+Xenia+car+at+Astra+Daihatsu+Lampung.+In+addition%2C+brand+trust+is%0D%0Aalso+known+to+have+a+positive+effect+on+the+intention+to+buy+Xenia+cars+at+Astra%0D%0ADaihatsu+Lampung.%0D%0AKeywords%3A+Brand+Awareness%2C+Brand+Trust%2C+Purchase+Intention&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2023-05-29&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F73535%2F1%2FABSTRAK.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F73535%2F2%2FSKRIPSI%2520FULL.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F73535%2F3%2FSKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN.pdf&rft.identifier=++ENJELINA+%2C+SIANTURI++(2023)+PENGARUH+KESADARAN+MEREK+DAN+KEPERCAYAAN+MEREK+TERHADAP+MINAT+BELI+MOBIL+XENIA+DI+ASTRA+DAIHATSU+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F73535%2F