ANALISIS MINAT BELI PRODUK SCARLETT WHITENING DI JABODETABEK

Farsya Rashina Jafar, . (2024) ANALISIS MINAT BELI PRODUK SCARLETT WHITENING DI JABODETABEK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The skincare industry in Indonesia is growing rapidly, including Scarlett Whitening, which relies on JKT48 brand ambassadors and social media promotions. However, declining trends in purchase interest, brand image, and brand awareness highlight the need for stronger marketing strategies to face competition. This study aims to analyze the factors influencing purchase intention for Scarlett Whitening products in the Jabodetabek area, focusing on brand ambassadors, social media marketing, brand image, and brand awareness. A quantitative approach was adopted using a questionnaire survey distributed to 105 respondents selected through purposive sampling. Data were analyzed using the Partial Least Squares (PLS) method. The findings reveal that brand ambassadors, social media marketing, and brand image have a positive and significant effect on purchase intention. In contrast, brand awareness does not significantly influence purchase intention. These results suggest that effective marketing strategies should emphasize strengthening brand image, leveraging social media marketing, and selecting suitable brand ambassadors, while brand awareness should be considered for its potential long-term impact.

Item Type:	Thesis (Skripsi)
Additional Information:	[No.Panggil: 2110111217] [Pembimbing: Nobelson] [Penguji 1: Bernadin Dwi] [Penguji 2: Miguna Astuti]
Uncontrolled Keywords:	Brand Ambassador, Social Media Marketing, Brand Image, Brand Awareness, Purchase Intention.
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:	FARSYA RASHINA JAFAR
Date Deposited:	12 Feb 2025 14:11
Last Modified:	12 Feb 2025 14:11
URI:	http://repository.upnvj.ac.id/id/eprint/34518

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