PENGARUH BRAND AMBASSADOR TERHADAP BRAND AWARENESS, BRAND IMAGE, DAN PURCHASE INTENTION PRODUK SKIN CARE = The Influence of Brand Ambassador on Brand Awareness, Brand Image, and Purchase Intention on Skin Care Products


Sari, Sumartika (2023) PENGARUH BRAND AMBASSADOR TERHADAP BRAND AWARENESS, BRAND IMAGE, DAN PURCHASE INTENTION PRODUK SKIN CARE = The Influence of Brand Ambassador on Brand Awareness, Brand Image, and Purchase Intention on Skin Care Products. Skripsi thesis, Universitas Hasanuddin.

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Abstract (Abstrak)

Penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador terhadap brand awareness, brand image, dan purchase intention produk skin care. Responden penelitian ini sebanyak 150 mahasiswa Kota Makassar. Teknik pengambilan sampel menggunakan non probability sampling (purposive sampling) dengan pengumpulan data melalui kuesioner. Analisis data menggunakan Structural Equatiion Modeling (SEM) dengan SmartPLS versi 4.0. Hasil penelitian ini menunjukkan bahwa brand ambassador memiliki pengaruh positif dan signifikan terhadap brand image dan brand awareness dan berpengaruh positif dan tidak signifikan terhadap purchase intention. Brand awareness berpengaruh positif dan tidak signifikan terhadap purchase intention, sedangkan brand image berpengaruh positif dan signifikan terhadap purchase intention. Brand Awareness tidak dapat memediasi pengaruh brand ambassador terhadap purchase intention. Sedangkan brand image dapat memediasi pengaruh brand ambassador terhadap purchase intention.

Kata Kunci : Brand Ambassador, Brand Awareness, Brand Image, Purchase Intention

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Brand Ambassador, Brand Awareness, Brand Image, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory
Divisions (Program Studi): Fakultas Ekonomi > Manajemen
Depositing User: Andi Milu
Date Deposited: 19 Jun 2024 00:56
Last Modified: 19 Jun 2024 00:56
URI: http://repository.unhas.ac.id:443/id/eprint/34117

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