CD Skripsi

Pengaruh Brand Ambassador Twice dan Brand Image Produk Kecantikan Scarlett Whitening Terhadap Keputusan Pembelian Konsumen di Pekanbaru

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Scarlett Whitening is one of the beauty companies that takes marketing strategy steps by utilizing the presence of brand ambassadors, such as the girl group Twice. According to the theory of source credibility, the more credible the source, the easier it will be to influence the audience's perspective. The choice of girl group Twice as a brand ambassador is expected to be able to convince the public with a good and competent personality. The personality of the brand ambassador has influenced people's perceptions of the brand image and can attract consumers to make purchasing decisions to buy products, namely Scarlett Whitening. Researchers want to analyse how much influence the Twice brand ambassador and brand image have on decisions for Scarlett Whitening beauty products.
The research method used is quantitative with an explanatory approach and a questionnaire as the main instrument in data collection. The population in this study were consumers of Scarlett Whitening beauty products in Pekanbaru City whose numbers were unknown and had seen Twice as the brand ambassador of Scarlett Whitening products. Determination of the sample using the help of Isaac and Michael's table and obtained 272 respondents. Sampling technique using convenience sampling. This research was processed and analyzed using the IBM SPSS Version 20 program.
The results of this study indicate that (1) the brand ambassador variable (X1) partially affects the purchasing decision variable (Y) this proves that H1 can be accepted, (2) the brand image variable (X2) partially affects the purchasing decision variable (Y) this proves that h2 can be accepted, and (3) the brand ambassador variable (X1) and brand image (X2) simultaneously affect the purchasing decision variable (Y) by 43.1%. It can be concluded that in improving consumer purchasing decisions, companies can consider using the right brand ambassador who has good credibility, as well as paying attention to brand image and consumer needs.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901112626

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901112626

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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