CD Skripsi

PENGARUH BRAND AMBASSADOR DAN HARGA TERHADAP BRAND IMAGE DAN KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN MEREK AZARINE DI KOTA PEKANBARU

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This study aims to determine the influence of brand ambassadors and
price on brand image and purchasing decisions for Azarine brand sunscreen in
Pekanbaru City. The population in this studywere consumers of Azarine brand
sunscreen in Pekanbaru City, the exact number of which is not known. Sampling
used purposive sampling technique and 119 people were selected to be the
sample. The data analysis method uses Structural Equation Model (SEM) with the
help of the SmartPLS version 4.0 program. The results show that: 1) Brand
Ambassadors have a positive and significant effect on Brand Image; 2) Price has
a positive and significant effect on Brand Image; 3) Brand Ambassadors have a
positive and significant influence on Purchasing Decisions; 4) Price has a
positive and significant effect on purchasing decisions; 5) Brand Image has a
positive and significant effect on Purchasing Decisions; 6) Brand Ambassadors
have a positive and significant influence on Purchasing Decisions through Brand
Image; 7) Price has a positive and significant effect on purchasing decisions
through brand image.
Keywords: Brand Ambassador, Price, Brand Image, Purchasing Decisions

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2002110997

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

2002110997

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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