ANALISA PENGARUH BRAND AWARENESS BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN

Fernando Daniel, . (2024) ANALISA PENGARUH BRAND AWARENESS BRAND AMBASSADOR DAN SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This study aims to explore in depththe in fluence of Brand Awareness, Brand Ambassador, and Social Media Marketing on Purchase Decision in the context of the fashion brand Erigo. These three variables were selected as they are considered to play a strategic role in driving customers' purchase decisions, particularly in the fashion industry, which often faces challenges related to fluctuating sales figures. Data collection was conducted through questionnaires distributed to Erigo’s customers, which were then analyzed using a quantitative approach with the Structural Equation Modeling (SEM) method. The findings reveal that all three independent variables have a positive and significant influence on Purchase Decision. Brand Awareness contributes to strengthening brand recognition and building consumer trust, Brand Ambassador enhances product appeal through credible and relevant representation, and Social Media Marketing plays a crucial role in reaching a broader audience, fostering active interactions, and strengthening consumer engagement with the brand.

Item Type:	Thesis (Skripsi)
Additional Information:	{No. Panggil: 2110111068} {Pembimbing: Miguna Astuti} {Penguji 1: Prasetyo Hadi} {Penguji 2: Nobelson}
Uncontrolled Keywords:	Brand Awareness, Brand Ambassador, Social Media Marketing, Purchase Decision, Erigo
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:	FERNANDO DANIEL
Date Deposited:	17 Jan 2025 04:14
Last Modified:	17 Jan 2025 04:14
URI:	http://repository.upnvj.ac.id/id/eprint/34721

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