Minnatillah, Naila (2022) PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN NATURE REPUBLIC (Studi Kasus pada Penggemar NCT 127 di Jakarta). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, brand personality, dan harga terhadap keputusan pembelian. Keputusan pembelian sebagai variabel terikat, sedangkan brand ambassador, brand personality, dan harga sebagai variabel bebas. Penelitian ini menggunakan jenis penelitian asosiatif dengan pendekatan kuantitatif, yang dianalisis melalui pendekatan survei yaitu pengumpulan data dan penilaian dari responden dengan menggunakan kuisioner. Teknik pengambilan sampel mengunakan teknik purposive sampling. Populasi didalam penelitian ini adalah penggemar NCT 127 di Jakarta yang pernah melakukan pembelian skincare Nature Republic dengan responden sebanyak 97 orang. Pengolahan data menggunakan program SPSS (Statistical Package for the Social Sciensi). Metode analisis data menggunakan koefisien determinasi dan pengujian hipotesis baik secara parsial dan simultan. Hasil dari penelitian ini menyimpulkan bahwa : (1) Secara parsial tidak terdapat pengaruh signifikan antara brand ambassador terhadap keputusan pembelian, (2) Secara parsial terdapat pengaruh signifikan antara brand personality terhadap keputusan pembelian, (3) Secara parsial terdapat pengaruh signifikan antara harga terhadap keputusan pembelian, (4) Secara simultan terdapat pengaruh yang signifikan antara brand ambassador, brand personality, dan harga terhadap keputusan pembelian. ABSTRACT The purpose of this research is to determine The effect of brand ambassadors, brand personality, and price on purchasing decisions. Purchase decision as the dependent variable, while brand ambassador, brand personality, and price as independent variables. This study uses an associative research type with a quantitative approach, which is analyzed through a survey approach, namely data collection and assement of respondents using questionnaries. The sampling technique used was purposive sampling technique. The population in this study were NCT 127 fans in Jakarta who had bought Nature Republic skincare as many as 97 respondents. The method of analysis of the coefficient of determination and hypothesis testing. Method of data analysis using the coefficient of determination and hypothesis testing both partially and simultaneously. Data processing uses the SPSS (Statistical Package for the Social Science) program. The result of this study conclude that (1) Partially there is no significant influence between brand ambassadors on purchasing decisions, (2) Partially there is a significant influence between brand personality on purchasing decisions, (3) Particially there is a significant influence between price on purchasing decisions, (4) Simultaneously there is a significant influence between brand ambassadors, brand personality, and price on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | NAILA MINNATILLAH | ||||||||
| Date Deposited: | 07 Jan 2023 03:34 | ||||||||
| Last Modified: | 07 Jan 2023 03:34 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/9341 |
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