PENGARUH EFEKTIVITAS IKLAN DAN BRAND AMBASSADOR TERHADAP MINAT BELI AIR MINUM DALAM KEMASAN (AMDK) PRODUK LE MINERALE PADA MASYARAKAT KOTA PALEMBANG (EDISI IKLAN "PILIH SEHAT, PILIH LE MINERALE")

ANDITA, SITI AHDAH and Alamsyah, Alamsyah and Priambodo, Galih (2025) PENGARUH EFEKTIVITAS IKLAN DAN BRAND AMBASSADOR TERHADAP MINAT BELI AIR MINUM DALAM KEMASAN (AMDK) PRODUK LE MINERALE PADA MASYARAKAT KOTA PALEMBANG (EDISI IKLAN "PILIH SEHAT, PILIH LE MINERALE"). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to test and explain the effect of advertising effectiveness and brand ambassadors on purchasing interest in Le Minerale products. This study uses a quantitative approach with a survey method. Data collection techniques are carried out by distributing questionnaires with a Likert Scale. Data were obtained by distributing questionnaires to respondents from the Palembang City community as many as 100 people. Furthermore, it was analyzed using the Structural Equation Model - Partial Least Square (SEM PLS) which was processed through the SmartPLS 4 application. The results of this study indicate that advertising effectiveness has a positive and significant effect on purchasing interest with a path coefficient value of 0.358, a p-value of 0.006, and a t-statistic of 2.734. Brand Ambassador has a positive and significant effect on purchasing interest with a path coefficient value of 0.465, a p-value of 0.000, and a t-statistic of 3.525. And the effectiveness of advertising and brand ambassadors simultaneously has an effect on purchasing decisions, namely 0.580 or 58%

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Efektivitas Iklan, Minat Beli, Le Minerale
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Siti Ahdah Andita
Date Deposited:	20 May 2025 04:37
Last Modified:	20 May 2025 04:37
URI:	http://repository.unsri.ac.id/id/eprint/171504

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