PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA PADANG
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Institusion
Universitas Bung Hatta
Author
Zahratul, Husni
Mery, Trianita
Mery, Trianita
Subject
HB Economic Theory
Datestamp
2023-09-14 07:00:19
Abstract :
PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA PADANG Zahratul Husni Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bung Hatta E-mail : zahratulhusni1@gmail.com Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador dan brand image terhadap keputusan pembelian produk scarlett whitening di kota padang. Sampel yang digunakan adalah 60 responden. Teknik pengambilan sampel adalah Purposive sampling. Data diolah menggunakan SmartPls 3.97. Hasil Penelitian Brand Ambassador berpengaruh terhadap keputusan pembelian dan brand image berpengaruh terhadap keputusan pembelian produk scarlett whitening di Kota Padang. Kata Kunci: Keputusan Pembelian, Brand Ambassador, Brand Image THE INFLUENCE OF BRAND AMBASSADOR AND BRAND IMAGE ON THE PURCHASE DECISION OF SCARLETT WHITENING PRODUCTS IN PADANG CITY Zahratul Husni Management Study Program, Faculty of Economics and Business, Bung Hatta University E-mail : zahratulhusni1@gmail.com Abstract This study aims to determine the influence of brand ambassadors and brand image on purchasing decisions for scarlett whitening products in the city of Padang. The sample used is 60 respondents. The sampling technique is purposive sampling. Data is processed using SmartPls 3.97. The results of the Brand Ambassador Research influence on purchasing decisions and brand image influences purchasing decisions for scarlett whitening products in Padang City. Keywords: Purchase Decision, Brand Ambassador, Brand Image
PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI KOTA PADANG Zahratul Husni Prodi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Bung Hatta E-mail : zahratulhusni1@gmail.com Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador dan brand image terhadap keputusan pembelian produk scarlett whitening di kota padang. Sampel yang digunakan adalah 60 responden. Teknik pengambilan sampel adalah Purposive sampling. Data diolah menggunakan SmartPls 3.97. Hasil Penelitian Brand Ambassador berpengaruh terhadap keputusan pembelian dan brand image berpengaruh terhadap keputusan pembelian produk scarlett whitening di Kota Padang. Kata Kunci: Keputusan Pembelian, Brand Ambassador, Brand Image THE INFLUENCE OF BRAND AMBASSADOR AND BRAND IMAGE ON THE PURCHASE DECISION OF SCARLETT WHITENING PRODUCTS IN PADANG CITY Zahratul Husni Management Study Program, Faculty of Economics and Business, Bung Hatta University E-mail : zahratulhusni1@gmail.com Abstract This study aims to determine the influence of brand ambassadors and brand image on purchasing decisions for scarlett whitening products in the city of Padang. The sample used is 60 respondents. The sampling technique is purposive sampling. Data is processed using SmartPls 3.97. The results of the Brand Ambassador Research influence on purchasing decisions and brand image influences purchasing decisions for scarlett whitening products in Padang City. Keywords: Purchase Decision, Brand Ambassador, Brand Image
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