Adinda Kenya Nasyaya Denris, . (2022) ANALISIS KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING PADA MAHASISWA DI JAKARTA. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Competition in the business world looks increasingly tight, as well as the cosmetic industry. The high demand for cosmetic needs has forced businesses to carry out various appropriate marketing strategies to make purchasing decisions for the products offered. This study aims to analyze whether there is influence of brand ambassadors, electronic word of mouth, and brand image on purchasing decisions for local Scarlett Whitening products. The population in this study were students in Jakarta using a purposive sampling method and collected 100 respondents using Scarlett Whitening. The research was processed with the help of SmartPLS 3.0 software and the results were (1) Brand ambassador has a positive and insignificant effect with a coefficient of 0.115 on purchasing decisions, (2) E-Wom has a positive and significant effect with a coefficient value of 0.650 on brand image, (3) Brand image has a positive and significant effect with a coefficient value of 0.255 on decisions purchasing decisions, (4) Brand ambassadors have a direct positive and significant effect with a coefficient of 0.359 on purchasing decisions, (5) E-wom has a direct positive and significant effect with a coefficient of 0.337 on purchasing decisions, (6) Brand ambassadors have a positive and not significant effect indirectly with a path coefficient result value of 0.029 on purchasing decisions, and (7) E-wom has a positive and significant effect with a path coefficient result value of 0.165 on purchasing decisions indirectly. The joint contribution of brand ambassadors and e-woms to brand image is 54.8%, brand ambassadors and e-wom and brand image to purchasing decisions is 72.2% and the remaining 27.8% is influenced by other variables outside the model this research.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 1910111226] [Pembimbing: Heni Nastiti] [Penguji 1: Miguna Astuti] [Penguji 2: Yuliniar] |
| Uncontrolled Keywords: | Brand Ambassadors, E-Wom, Brand Image, and Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Adinda Kenya Nasyaya Denris |
| Date Deposited: | 06 Feb 2023 09:20 |
| Last Modified: | 06 Feb 2023 09:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/22874 |
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