Salsabeela, Amalia and Radityo Putro Handrito,, S.E., M.M., Ph.D. (2023) Pengaruh Brand Ambassador Terhadap Customer Loyalty Di Melalui Variabel Customer Satisfaction Pada Konsumen Skincare Indonesia. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador terhadap customer loyalty melalui variabel customer satisfaction pada konsumen skincare di Indonesia. Jenis penelitian ini adalah penelitian kuantitatif yang bertujuan untuk menggambarkan posisi dan keterkaitan antar variabel. Penelitian ini menggunakan sampel sebanyak 167 responden yang diambil dari populasi konsumen skincare yang ada di Indonesia. Pengambilan sampel menggunakan teknik non-probability sampling. Karakteristik sampel yang dipilih yaitu, minimal berusia 18 dan pernah menggunakan skincare merek lokal Indonesia. Alat uji yang digunakan untuk menguji instrumen penelitian SEM yang ditunjang dengan uji outer dan inner model. Uji hipotesis dilakukan menggunakan uji t pada outer dan inner model dengan menggunakan program Smart PLS. Dari hasil penelitian dapat disimpulkan bahwa Brand Ambassador mempunyai pengaruh secara signifikan terhadap Customer Loyalty melalui Customer Satisfaction sebagai mediasi pada konsumen skincare di Indonesia.
English Abstract
This study aims to determine the effect of brand ambassadors on customer loyalty through the variable customer satisfaction for skincare consumers in Indonesia. This type of research is quantitative research that aims to describe the position and interrelationships between variables. This study used a sample of 167 respondents taken from the population of skincare consumers in Indonesia. Sampling using non-probability sampling technique. The characteristics of the selected sample are that they are at least 18 years old and have used local Indonesian skincare brands. The test equipment used to test SEM research instruments is supported by the outer and inner model tests. Hypothesis testing was carried out using the t test on the outer and inner models using the Smart PLS program. From the results of the study it can be concluded that Brand Ambassadors have a significant influence on Customer Loyalty through Customer Satisfaction as mediation for skincare consumers in Indonesia.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020096 |
| Uncontrolled Keywords: | Brand Ambassador, Customer Loyalty, Customer Satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 08 Nov 2023 03:08 |
| Last Modified: | 08 Nov 2023 03:08 |
| URI: | http://repository.ub.ac.id/id/eprint/204452 |
![[thumbnail of DALAM MASA EMBARGO]](http://repository.ub.ac.id/style/images/fileicons/text.png) |
Text (DALAM MASA EMBARGO)
Amalia Salsabeela.pdf Restricted to Registered users only until 31 December 2025. Download (6MB) |
Actions (login required)
 |
View Item |