PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP MINAT BELI SCARLETT WHITENING

Putri Arnelia Agatha, . (2023) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN BRAND AWARENESS TERHADAP MINAT BELI SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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AWAL.pdf
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BAB 1.pdf
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DAFTAR PUSTAKA.pdf
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Abstract

Scarlett Whitening is a local beauty product from Indonesia with various types of care products that are used daily for body and facial skin. This study aims to determine the effect of brand ambassadors on buying interest, how brand image affects buying interest, how brand awareness affects buying interest. The form of research conducted in this study is to use a quantitative type that uses a purposive sampling approach as a sampling of 100 respondents and distributes surveys via google form using a Likert scale. The results of this study indicate that: (1) brand ambassador has no effect on purchase intention (2) brand image has a positive and significant effect on purchase intention (3) brand awareness has a positive and significant effect on purchase intention.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010111016] [Pembimbing: Dienni Ruhjatini Sholihah] [Penguji 1: Miguna Astuti] [Penguji 2: Rosali Sembiring Colia]
Uncontrolled Keywords: brand ambassador, brand image, brand awareness, purchase intention
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
H Social Sciences > HD Industries. Land use. Labor
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Putri Arnelia Agatha
Date Deposited: 23 Jan 2024 04:42
Last Modified: 23 Jan 2024 04:42
URI: http://repository.upnvj.ac.id/id/eprint/28802

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