Pengaruh Brand Ambassador, Citra Merek, Dan Kesadaran Merek Terhadap Keputusan Pembelian Produk Body Lotion Scarlett Whitening
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Janah, Sinta Roikhatul
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-06-07 02:33:11
Abstract :
ABSTRACT Based on the research that has been conducted, the aim of this research is to determine the influence of Brand Ambassador, Brand Image and Brand Awareness on purchasing decisions for Scarlett Whitening products. This research uses a quantitative approach which is carried out by distributing questionnaires to respondents. Respondents were determined using purposive sampling. Data processing techniques use SEM-PLS with smart ?pls 4.0 and descriptive analysis using Microsoft Excel. The research results show that brand ambassadors do not have a significant effect on purchasing decisions and brand image, while brand image has a significant effect on brand awareness and brand awareness and brand image have a significant effect on purchasing decisions.
ABSTRACT Based on the research that has been conducted, the aim of this research is to determine the influence of Brand Ambassador, Brand Image and Brand Awareness on purchasing decisions for Scarlett Whitening products. This research uses a quantitative approach which is carried out by distributing questionnaires to respondents. Respondents were determined using purposive sampling. Data processing techniques use SEM-PLS with smart ?pls 4.0 and descriptive analysis using Microsoft Excel. The research results show that brand ambassadors do not have a significant effect on purchasing decisions and brand image, while brand image has a significant effect on brand awareness and brand awareness and brand image have a significant effect on purchasing decisions.
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