Maria Chantica Ardi, . (2024) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN PRICE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The impact of globalization and growing economic activity in the beauty industry sector has led people to compete to maintain their appearance through the use of skin care products, especially Indonesian people who live in tropical climates and require the use of sunscreen before doing activities. Azarine is a brand that provides various kinds of sunscreen according to people's needs, but an attractive marketing strategy is needed to retain consumers. This research aims to find out, analyze, and prove whether there is an influence of brand ambassador, brand image, and price on the decision to purchase Azarine sunscreen products partially. The data in this study took answers from 100 respondents through distributing questionnaires and sample collection techniques using non-probability sampling and purposive sampling methods. The data processing technique uses quantitative descriptive analysis methods and is processed with SmartPLS 4.0 software. The research results obtained are (1) Brand Ambassadors have a significant influence on purchasing decisions. (2) Brand Image has a significant influence on purchasing decisions. (3) Price has a significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111117] [Pembimbing: Dr. Maria Assumpta Wikantari, SS, MBA, CWM] [Penguji 1: Diana Triwardhani, SE.MM., Ph.D] [Penguji 2: Dra. Pusporini, MM] |
| Uncontrolled Keywords: | Purchasing Decision, Brand Ambassador, Brand Image, Price, Sunscreen, Sales |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | MARIA CHANTICA ARDI |
| Date Deposited: | 04 Oct 2024 03:35 |
| Last Modified: | 04 Oct 2024 03:35 |
| URI: | http://repository.upnvj.ac.id/id/eprint/31399 |
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