CD Skripsi

Peran Brand Image Sebagai Variabel Intervening Pada Pengaruh Brand Ambassador Dan Product Quality Terhadap Keputusan Pembelian Produk Nature Republic Di Kota Pekanbaru

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This research aims to determine the influence of brand ambassadors and product quality on purchasing decisions for Nature Republic products in Pekanbaru City with brand image as an intervening variable. This research was conducted on consumers of Nature Republic products who live in Pekanbaru City by distributing questionnaires to 100 respondents as a sample. The sampling technique used in this research is non-probability sampling. The data analysis method used is Structual Equation Model Partial Les Square (SEM-PLS) using SmartPLS software version 3.0.
The research results show that Brand Ambassador and Product Quality have a significant effect on Brand Image. Brand Image, Brand Ambassador and Product Quality have a significant influence on Purchasing Decisions. Brand Ambassador has a significant influence on Purchasing Decisions through Brand Image and Product Quality does not have a significant influence on Purchasing Decisions via Brand Image for Nature Republic Products in Pekanbaru City.

Keywords: Brand Ambassador, Product Quality, Brand Image, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802110379

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802110379

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

Vina

Versi lain/terkait

Lampiran Berkas

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