Adawiyah, Karina Robiatul (2018) Pengaruh Brand Ambassador Terhadap Brand Image Serta Dampaknya Terhadap Keputusan Pembelian (Survei Pada Konsumen Nature Republic Aloe Vera 92% Shooting Gel di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk (1) mengetahui pengaruh brand ambassador terhadap brand image produk Nature Republic Aloe Vera 92% Shooting Gel, (2) mengetahui pengaruh brand ambassador terhadap keputusan pembelian produkNature Republic Aloe Vera 92% Shooting Gel, (3) mengetahui pengaruh brand image terhadap keputusan pembelian produkNature Republic Aloe Vera 92% Shooting Gel di kota Malang. Penelitian ini merupakan penelitian eksplanatori (explanatory research) dengan pendekatan kuantitatif. Variabel penelitian ini terdiri dari brand ambassador, brand image, dan keputusan pembelian. Populasi penelitian ini adalah konsumen produk Nature Republic Aloe Vera 92% Shooting Gel di kota Malang. Penentuan jumlah penelitian menggunakan purposive sampling. Sampel dari penelitian ini adalah 113 orang responden dan untuk pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif, analisis jalur (path analysis) dan pengaruh langsung dan tidak langsung. Hasil penelitian ini menunjukkan bahwa brand ambassador memiliki pengaruh signifikan terhadap brand image, brand ambassador memiliki pengaruh tidak signifikan terhadap keputusan pembelian, brand image memiliki pengaruh signifikan terhadap keputusan pembelian produk Nature Republic Aloe Vera 92% Shooting Gel di kota Malang.
English Abstract
The aims of this research are (1) identifying the influence of brand ambassador toward brand image of Nature Republic Aloe Vera 92% Shooting Gel, (2) identifying the influence of brand ambassador toward customer purchasing decision of Nature Republic Aloe Vera 92% Shooting Gel, (3) identifying the influence of brand image toward customer purchasing decision of Nature Republic Aloe Vera 92% Shooting Gel in Malangcity. This research is an explanatory research and using quantitative approach. The variabels of the research are brand ambassador, brand image, customer purchasing decision. The research population were consumers products Nature Republic Aloe Vera 92% Shooting Gel in Malang City. The sampling method of this research was purposive sampling. Questionnaire were used in order to gather the data from 113 respondent.Descriptive analysis, path analysis, and direct impact and indirect impact. Theresultsofthisresearchwere brand ambassador affectedsignificantly towards brand image, brand ambassador affected notsignificantly towardscustomer purchasing decision, brand image affected significantly towards customer purchasing decision of Nature Republic Aloe Vera 92% Shooting Gel in Malang city.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/1033/051811765 |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Keputusan Pembelian Brand Ambassador, Brand Image, Customer Purchasing Decision |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 28 Aug 2019 01:51 |
| Last Modified: | 18 Oct 2021 03:01 |
| URI: | http://repository.ub.ac.id/id/eprint/165431 |
Preview |
Text
Karina Robiatul Adawiyah.pdf - Published Version Download (4MB) | Preview |
Actions (login required)
 |
View Item |