PENGARUH BRAND IMAGE, SOCIAL MEDIA MARKETING, DAN BRAND AMBASSADOR TERHADAP MINAT BELI PADA INDUSTRI KECANTIKAN LOKAL

Mayang Nabila Sari, . (2024) PENGARUH BRAND IMAGE, SOCIAL MEDIA MARKETING, DAN BRAND AMBASSADOR TERHADAP MINAT BELI PADA INDUSTRI KECANTIKAN LOKAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

The beauty industry in Indonesia continues to experience significant growth, driven by increasing consumer demand for beauty products. However, a decline in exploratory purchase interest in local products compared to foreign products poses a challenge for local brands to maintain their competitiveness. The aim of this quantitative research is to explore, confirm and study the impact of brand awareness, social network marketing and the brand spokesperson on acquisition interest in local Somethinc cosmetics. The population targeted in this research comprises Somethinc consumers in the Generation Z is represented in the Greater Jakarta region (Jabodetabek). A sample of 205 people was sampled, and information was collected via Google Forms using questionnaires. This research employed a strategic sampling method, accompanied by descriptive and inferential analyses. We used SmartPLS 4.0 software to process the data, observing that (1) brand image significantly influences the purchase interest in local beauty products among Generation Z; (2) social media marketing significantly influences the purchase interest in local beauty products among Generation Z; and (3) brand ambassadors significantly influence the purchase interest in local beauty products among Generation Z. Keywords: Brand Image, Social Media Marketing, Brand Ambassador, Purchase Interest

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111087] [Pembimbing: Diana Triwardhani] [Penguji 1: Miguna Astuti] [Penguji 2: Dienni Ruhjatini Sholihah]
Uncontrolled Keywords: Brand Image, Social Media Marketing, Brand Ambassador, Purchase Interest
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: MAYANG NABILA SARI
Date Deposited: 13 Feb 2025 12:43
Last Modified: 13 Feb 2025 12:43
URI: http://repository.upnvj.ac.id/id/eprint/34596

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