PENGARUH TERPAAN IKLAN DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

YUNIZA, VEGITA DWI and Saraswati, Erlisa and Rahmawati, Annisa (2024) PENGARUH TERPAAN IKLAN DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to examine and explain the effect of advertising exposure and brand ambassadors on purchasing decisions for Scarlett Whitening products. This research uses a qualitative method using Structural Equation Model (SEM) analysis which is processed using the SmartPLS application. Data obtained through distributing questionnaires to 77 respondents from EXO-L Palembang members. The results of this study indicate that advertising exposure has a positive and significant effect on purchasing decisions with a path coefficient value of 0.455, p-value of 0.000, t-statistic of 4.110. Brand Ambassadors have a positive and significant effect on purchasing decisions with a path coefficient value of 0.329, p value of 0.004, t-statistic of 2.870. The effect of advertising exposure and brand ambassadors on purchasing decisions is 0.524 or 52.4%. Keywords: Advertising Exposure, Brand Ambassador, Purchase Decision, Scarlett Whitening

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Iklan, Keputusan Pembelian, Scarlett Whitening
Subjects:	H Social Sciences > H Social Sciences (General) P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Vegita Dwi Yuniza
Date Deposited:	29 Aug 2024 07:45
Last Modified:	29 Aug 2024 07:45
URI:	http://repository.unsri.ac.id/id/eprint/156464

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