Janah, Sinta Roikhatul (2024) Pengaruh Brand Ambassador, Citra Merek, Dan Kesadaran Merek Terhadap Keputusan Pembelian Produk Body Lotion Scarlett Whitening. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
ABSTRACT Based on the research that has been conducted, the aim of this research is to determine the influence of Brand Ambassador, Brand Image and Brand Awareness on purchasing decisions for Scarlett Whitening products. This research uses a quantitative approach which is carried out by distributing questionnaires to respondents. Respondents were determined using purposive sampling. Data processing techniques use SEM-PLS with smart –pls 4.0 and descriptive analysis using Microsoft Excel. The research results show that brand ambassadors do not have a significant effect on purchasing decisions and brand image, while brand image has a significant effect on brand awareness and brand awareness and brand image have a significant effect on purchasing decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SINTA ROIKHATUL JANAH |
| Date Deposited: | 07 Jun 2024 02:33 |
| Last Modified: | 07 Jun 2024 02:33 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12406 |
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