Ningrum, Karisma Widya and Hanifa Maulani Ramadhan, SAB., MAB, SAB., MAB (2023) Pengaruh Brand Ambassador Terhadap Brand Image dan Dampaknya pada Purchase Decision (Survei pada Konsumen Produk Somethinc di Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Tujuan dari penelitian ini, yaitu untuk mengetahui dan menjelaskan (1) pengaruh penggunaan brand ambassador terhadap brand image pada konsumen produk Somethinc di Kota Malang; (2) pengaruh penggunaan brand ambassador terhadap purchase decision pada konsumen produk Somethinc di Kota Malang; (3) pengaruh penggunaan brand image terhadap purchase decision pada konsumen produk Somethinc di Kota Malang; (4) pengruh penggunaan brand ambassador terhadap purchase decision melalui brand image pada produk Somethinc di Kota Malang. Jenis penelitian pada skripsi ini menggunakan jenis penelitian explanatory research dengan pendekatan kuantitatif. Metode pengambilan sampel menggunakan non�probability sampling, dengan teknik pengambilan sampel yang digunakan yaitu purposive sampling. Peneliti menyebarkan kuesioner penelitian kepada konsumen produk Somethinc di Kota Malang dengan 140 orang responden melalui perhitungan rumus dari Hair et al. (2014), serta pengumpulan data dilakukan secara online melalui google form. Analisis yang dilakukan pada penelitian ini adalah analisis deskriptif dan path analysis menggunakan software SPSS 24 for windows. Hasil dari penelitian ini menunjukan bahwa (1) variabel brand ambassador berpengaruh signifikan terhadap brand image; (2) variabel brand ambassador berpengaruh signifikan terhadap purchase decision; (3) variabel brand image berpengaruh signifikan terhadap purchase decision, (4) terdapat hubungan tidak langsung yang positif antara brand ambassador terhadap purchase decision melalui brand image.
English Abstract
The purpose of this study is to understand and explain (1) the influence of brand ambassador usage on brand image among Somethinc product consumers in Malang City; (2) the influence of brand ambassador usage on purchase decision among Somethinc product consumers in Malang City; (3) the influence of brand image on purchase decision among Somethinc product consumers in Malang City; (4) the influence of brand ambassador usage on purchase decision through brand image for Somethinc products in Malang City. This type of research uses explanatory research with a quantitative approach. The sampling method used is non-probability sampling, and the sampling technique uses is purposive sampling. The researcher distributed questionnaires to Somethinc product consumers in Malang City, with 140 respondents, using a formula by Hair et al. (2014), and data collection was conducted online through Google Forms. The analysis carried out in this study includes descriptive analysis and path analysis using SPSS 24 for Windows software. The results of this research indicate that (1) the brand ambassador variable significantly influences brand image; (2) the brand ambassador variable significantly influences purchase decisions; (3) the brand image variable significantly influences purchase decisions, and (4) there is a positive indirect relationship between brand ambassador and purchase decision through brand image.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030702 |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Purchase Decision |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 18 Jan 2024 04:42 |
| Last Modified: | 18 Jan 2024 04:42 |
| URI: | http://repository.ub.ac.id/id/eprint/211161 |
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Text (DALAM MASA EMBARGO)
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