PENGARUH SONG JOONG KI SEBAGAI BRAND AMBASSADOR DALAM MEMBANGUN BRAND IMAGE SCARLETT BODY LOTION TERHADAP KEPUTUSAN PEMBELIAN

OKTARI, SHELLA and Mahriani, Retna and Rahmawati, Annisa (2023) PENGARUH SONG JOONG KI SEBAGAI BRAND AMBASSADOR DALAM MEMBANGUN BRAND IMAGE SCARLETT BODY LOTION TERHADAP KEPUTUSAN PEMBELIAN. Undergraduate thesis, Sriwijaya University.

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Abstract

This research objectives were to determine the influence of brand ambassador Song Joong Ki in building the brand image of Scarlett body lotion on purchasing decisions among female FISIP students at Sriwijaya University Class 2020. The method used in this research is associative quantitative. Data analysis uses path analysis. The data in this research ware obtained by distributing questionnaires, observations, and documentation study. This research uses the brand ambassador variable with the VisCAP theory by Rossiter & Percy, the brand image variable with the Brand Image theory by Kotler & Keller, and the purchase decision variable with the 5 Stages of Purchase Decision theory by Keller. The results of this research show that brand ambassador Song Joong Ki has not an effect influence the decision to purchase Scarlett body lotion. It was found that it only had an influence of 0.068. However, brand ambassador Song Joong Ki has an effect influence indirectly through the Scarlett body lotion brand image on purchasing decisions, it was found that through a sobel test it was 7.002. This shows that brand image is able to mediate between brand ambassadors and purchasing decisions. Keywords: Brand Ambassador, Song Joong Ki, Brand Image, Scarlett, Body Lotion.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Song Joong Ki, Brand Image, Scarlett, Body Lotion
Subjects:	J Political Science > JA Political science (General) > JA1-92 Political science (General)
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Shella Oktari
Date Deposited:	30 Jan 2024 01:43
Last Modified:	30 Jan 2024 01:43
URI:	http://repository.unsri.ac.id/id/eprint/140305

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