CD Skripsi

PENGARUH BRAND AMBASSADOR DAN HARGA TERHADAP BRAND IMAGE DAN KEPUASAN KONSUMEN PADA PRODUK SKINCARE SCARLETT DI KOTA PEKANBARU

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The development of the beauty product business is growing rapidly,
companies are required to be able to meet consumer needs due to the high level of
competition at this time. Therefore, beauty product companies (Skincare) will
determine marketing strategies such as using brand ambassadors, offering
affordable prices, having a good brand image and being able to provide
satisfaction to consumers. This research aims to determine the influence of brand
ambassadors and prices on brand image and consumer satisfaction with Scarlett
skincare products in Pekanbaru City. The population in this study are all
consumers who use Scarlett skincare products who live in the city of Pekanbaru.
The sampling technique used the lameshow formula with a sample size of 100
respondents. The data collection technique uses a questionnaire with quantitative
research methods. The analytical tool used in this research is Path Analysis,
before that it carries out validity tests, reliability tests and classical assumption
tests. The results of this research show that 1.Brand ambassadors have a
significant effect on brand image, 2.Price does not have a significant effect on
brand image, 3.Brand ambassadors have a significant effect on consumer
satisfaction, 4.Price has a significant effect on consumer satisfaction, 5. .Brand
image does not have a significant effect on consumer satisfaction, 6.Brand
ambassador has a significant effect on consumer satisfaction through brand
image, 7.Price has a significant effect on consumer satisfaction through brand
image.
Keywords: Brand Ambassador, Price, Brand Image, Consumer Satisfaction

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002110886

Penerbit

Pekanbaru : Universita Riau – Fakultas Ekonomi Dan Bisnis – Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2002110886

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

GUNTUR

Versi lain/terkait

Lampiran Berkas

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