CD Skripsi

Pengaruh Brand Ambassador Dan Korean Wave Terhadap Brand Image Dan Keputusan Pembelian Brand Nature Republic Di Kota Pekanbaru

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ABSTRACT
This study aims to determine the effect of Brand Ambassador and Korean Wave on Brand Image and Purchase Decision of Nature Republic Brand at Pekanbaru city. The study was conducted on Nature Republic consumers who live in the city of Pekanbaru by distributing questionnaires to 112 respondents as samples. The sampling technique used in this study is non-probability sampling. Data analysis method using Structural Equation Modeling- Partial Least Square (SEM-PLS) using Warp-PLS software version 6.0.
The results of the research show that Brand Ambassador and Korean Wave have a significant effect on Brand Image. Brand Image, Brand Ambassador, and Korean Wave have a significant effect on purchasing decisions. Brand Ambassador and Korean Wave have a significant effect through Brand Image on Brand Nature Republic at Pekanbaru city.
Keywords : Brand Ambassador, Korean Wave, Brand Image, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1602122492

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2022

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1602122492

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

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