PENGARUH BRAND AMBASSADOR, SOCIAL MEDIA MARKETING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WHITELAB

Intan Kamaludin, . (2024) PENGARUH BRAND AMBASSADOR, SOCIAL MEDIA MARKETING, DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE WHITELAB. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The purpose of this research is to find out, prove, and analyze whether there is an influence caused by brand ambassadors, social media marketing, and brand image on purchase decisions for Whitelab skincare products. This research is a quantitative study that uses primary data, which is obtained through respondents' answers to questionnaires distributed using Google Form through social media platforms such as Line, WhatsApp, Instagram, and Telegram. The population involved in this research are consumers who have purchased or used Whitelab skincare products in DKI Jakarta Province. The sample of this research consisted of 150 respondents selected through non-probability sampling technique with purposive sampling method. This research uses the Partial Least Square–Structural Equation Modeling (PLS–SEM) method with SmartPLS 4.0. The research results show that brand ambassador variables, social media marketing, and brand image have a significant effect on purchase decisions. Keywords: brand ambassador; brand image; purchase decision; social media marketing

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111036] [Pembimbing: Anastasia Bernadin Dwi Mardiatmi [Penguji 1: Nobelson] [Penguji 2: Pusporini]
Uncontrolled Keywords: brand ambassador, brand image, purchase decision, social media marketing
Subjects: 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: INTAN KAMALUDIN
Date Deposited: 11 Feb 2025 08:11
Last Modified: 11 Feb 2025 08:11
URI: http://repository.upnvj.ac.id/id/eprint/34462

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