Pengaruh Kemasan Produk, Key Opinion Leader Effectiveness, Komitmen, Dan Citra Merek Terhadap Niat Beli Looke Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Faticha, Sarah
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-07-08 01:44:07
Abstract :
This study examines the relationship between product packaging, key opinion leader effectiveness, commitment, and brand image on the purchase intention of Looke consumers in Surabaya. The type of research used is quantitative research through a consumer survey approach. The sampling technique used was purposive sampling. Data collection is done by survey method through google form filled in by respondents. The research sample used was 156 respondents who had bought and used Looke products in the Surabaya area. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the management results, (1) Product Packaging has a significant effect on Purchase Intention; (2) Key Opinion Leader has a significant effect on Brand Image: (3) Brand Image has a significant effect on Purchase Intention; (4) Commitment has a significant effect on Brand Image; and (5) Commitment has a significant effect on Purchase Intention. Keywords: Brand Image; Product Packaging; Key Opinion Leader Effectiveness; Commitment; Consumer Purchase Intention
This study examines the relationship between product packaging, key opinion leader effectiveness, commitment, and brand image on the purchase intention of Looke consumers in Surabaya. The type of research used is quantitative research through a consumer survey approach. The sampling technique used was purposive sampling. Data collection is done by survey method through google form filled in by respondents. The research sample used was 156 respondents who had bought and used Looke products in the Surabaya area. In this study, the test used in statistical analysis is hypothesis testing with PLS-SEM (Partial Least Square Structural Equation Modeling) software and WarpPLS 7.0. Based on the management results, (1) Product Packaging has a significant effect on Purchase Intention; (2) Key Opinion Leader has a significant effect on Brand Image: (3) Brand Image has a significant effect on Purchase Intention; (4) Commitment has a significant effect on Brand Image; and (5) Commitment has a significant effect on Purchase Intention. Keywords: Brand Image; Product Packaging; Key Opinion Leader Effectiveness; Commitment; Consumer Purchase Intention
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