PENGARUH BRAND AMBASSADOR, CITRA MEREK, EFEKTIVITAS IKLAN TERHADAP MINAT BELI KONSUMEN SCARLETT WHITENING X SONG JOONG KI EXCLUSIVE SERIES (Studi Kasus pada Warga Kelurahan Malaka Jaya Jakarta Timur)

AFIFAH, UMMU (2022) PENGARUH BRAND AMBASSADOR, CITRA MEREK, EFEKTIVITAS IKLAN TERHADAP MINAT BELI KONSUMEN SCARLETT WHITENING X SONG JOONG KI EXCLUSIVE SERIES (Studi Kasus pada Warga Kelurahan Malaka Jaya Jakarta Timur). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, Citra Merek, dan Efektivitas Iklan Terhadap Minat Beli Konsumen Produk Scarlett Whitening X Song Joong Ki Exclusive Series (Studi Kasus Pada Warga Kelurahan Malaka Jaya Jakarta Timur). Strategi yang digunakan dalam penelitian ini adalah strategi penelitian assosiatif dengan pendekatan kuantitatif sebagai metoda penelitian. Populasi dalam penelitian ini adalah warga kelurahan malaka jaya yang sudah pernah melihat iklan Scarlett Whitening X Song Joong Ki Exclusive Series. Berjenis kelamin perempuan, dan usia minimal 17 tahun. Sumber data penelitian ini merupakan data primer berupa kuesioner. Sampel dalam penelitian ini diambil sebanyak 120 responden. Metoda analisis yang di gunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan program aplikasi SmartPLS versi 3.2.9 dan di evaluasi dengan outer model dan inner model. Hasil penelitian ini membuktikan bahwa (1) Secara parsial variabel Brand Ambassador tidak berpengaruh terhadap minat beli, (2) Secara parsial variabel citra merek berpengaruh terhadap minat beli, (3) Secara parsial variabel efektivitas iklan berpengaruh terhadap minat beli. This study aims to determine the effect of Brand Ambassador, Brand Image, and Advertising Effectiveness on Consumer Purchase Interest of Scarlett Whitening X Song Joong Ki Exclusive Series Products (Case Study on Residents of Malaka Jaya Village, East Jakarta). The strategy used in this research is an associative research strategy with a quantitative approach as a research method. The population in this study were residents of the Malacca Jaya village who had seen the Scarlett Whitening X Song Joong Ki Exclusive Series advertisement. Female, and a minimum age of 17 years. The source of this research data is primary data in the form of a questionnaire. The sample in this study was taken as many as 120 respondents. The analytical method used in this study is Partial Least Square (PLS) with the SmartPLS application program version 3.2.9 and evaluated with the outer model and inner model. The results of this study prove that (1) Partially the Brand Ambassador variable has no significant effect on buying interest, (2) Partially the brand image variable has a effect on buying interest, (3) Partially the advertising effectiveness variable has a effect on buying interest.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorArif, Husen IrfanNIDN0309128203irfanhusen@gmail.com
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: Ummu Afifah
Date Deposited: 20 Sep 2022 02:27
Last Modified: 20 Sep 2022 02:27
URI: http://repository.stei.ac.id/id/eprint/8420

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