PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI PRODUK SCARLETT WHITENING PADA MAHASISWA DI KOTA PALEMBANG YANG DIMEDIASI OLEH BRAND IMAGE

MAWADDAH, CEMPAKA AL and Thamrin, M. Husni and Andarini, Rindang Senja (2022) PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI PRODUK SCARLETT WHITENING PADA MAHASISWA DI KOTA PALEMBANG YANG DIMEDIASI OLEH BRAND IMAGE. Undergraduate thesis, Sriwijaya University.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk menguji dan menjelaskan apakah terdapat pengaruh brand ambassador terhadap minat beli produk Scarlett Whitening yang dimediasi oleh brand image. Teori yang digunakan yaitu teori VisCAP dari Rossiter & Percy dan teori AISAS dari Sugiyama. Penelitian ini merupakan penelitian kuantitatif dengan jenis data yang digunakan pada penelitian ini adalah kuesioner. Metode yang digunakan non probability sampling dengan pendekatan purposive sampling. Analisis data menggunakan Structural Equation Model (SEM) yang kemudian diolah menggunakan software SmartPLS. Terdapat 170 responden. Hasil penelitian ini menunjukkan bahwa brand ambassador berpengaruh positif dan signifikan terhadap minat beli. Brand image berpengaruh positif dan signifikan sebagai variabel intervening dan berperan sebagai partial mediation. Kata Kunci: Brand ambassador, brand image, minat beli.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand ambassador, brand image, minat beli
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Cempaka Al Mawaddah
Date Deposited: 27 May 2022 08:09
Last Modified: 27 May 2022 08:09
URI: http://repository.unsri.ac.id/id/eprint/70651

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