Karimah Bahamisah, . (2024) PENGARUH BRAND IMAGE SEBAGAI VARIABEL MEDIASI PADA KEPUTUSAN PEMBELIAN SKINCARE SCARLETT WHITENING. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This research uses a quantitative method with the aim of proving the influence of Brand Ambassador and Advertising, both directly and indirectly, on Purchase Decisions, mediated by the Brand Image variable. This study uses 100 respondents from Scarlett Whitening skincare consumers who are active in DKI Jakarta as primary data. Data collection used purposive sampling techniques and was analyzed using descriptive and inferential analysis techniques with the help of SmartPLS software. Thus, the data processing yielded results that (1) Brand Ambassador has a significant effect on Purchase Decisions, (2) Advertising has a positive and significant effect on Purchase Decisions, (3) Brand Image has a positive and significant effect on Purchase Decisions, (4) Brand Ambassador has a significant effect on Purchase Decisions through Brand Image, (5) Advertising has a positive and significant effect on Purchase Decisions through Brand Image.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110111069] [Pembimbing: Alfatih Sikki Manggabarani] [Penguji 1: Nobelson] [Penguji 2: Guntur Syahputra S.] |
| Uncontrolled Keywords: | Brand Ambassador, Advertising, Brand Image, Purchase Decision, Scarlett Whitening |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | KARIMAH BAHAMISAH |
| Date Deposited: | 13 Feb 2025 07:53 |
| Last Modified: | 13 Feb 2025 07:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/34466 |
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