PENGARUH BRAND IMAGE, CELEBRITY ENDORSER, DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI PADA PRODUK THE ORIGINOTE DI INSTAGRAM

Syahwa Ripany, . (2024) PENGARUH BRAND IMAGE, CELEBRITY ENDORSER, DAN SOCIAL MEDIA MARKETING TERHADAP MINAT BELI PADA PRODUK THE ORIGINOTE DI INSTAGRAM. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research was conducted because of the aim to analyze the influence of the three independent variables, namely Brand Image, Celebrity Endorser, and Social Media Marketing on Purchase Intention on The Originote products on Instagram. In this study, the method used is quantitative method by using descriptive analysis techniques to explain the sample used in the study. The tool used in this study to explain inferential analysis techniques is SmartPLS software version 4.0. In this study, the research population is Generation Z aged 17 to 27 years who are interested in purchasing The Originote products in South Jakarta with a sample size of 165 respondents who are selected based on the non-probability sampling method and determined by the number of instruments multiplied by five. This research data was obtained with the help of Google Forms which were shared via social media. Conducting research can provide an understanding of the aspects that influence purchase intention in The Originote products related to brand image, celebrity endorsers, and social media marketing. The results of the analysis show that the variables brand image, celebrity endorser, and social media marketing have a significant positive effect on purchase intention. The findings and suggestions in this study are expected to help The Originote and other skincare companies to be able to make more effective marketing plans.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2110111127] [Pembimbing: Guntur Syahputra Saragih] [Penguji 1: Maria Assumpta Wikantari] [Penguji 2: Bernadin Dwi M]
Uncontrolled Keywords: Brand Image; Celebrity Endorser; Purchase Intention; Social Media Marketing; The Originote
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: SYAHWA RIPANY
Date Deposited: 17 Feb 2025 10:49
Last Modified: 17 Feb 2025 10:49
URI: http://repository.upnvj.ac.id/id/eprint/34623

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