INSANI, PUTRI NURUL (2020) PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN STRATEGY GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK INNISFREE (Studi Kasus Pada Konsumen Innisfree di Jakarta ). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
1.COVER.pdf Download (532kB) | Preview |
|
![]() |
Text (BAB I)
2.BAB I.pdf Restricted to Registered users only Download (291kB) |
|
![]() |
Text (BAB II)
3.BAB II.pdf Restricted to Registered users only Download (284kB) |
|
![]() |
Text (BAB III)
4.BAB III.pdf Restricted to Registered users only Download (226kB) |
|
![]() |
Text (BAB IV)
5.BAB IV.pdf Restricted to Registered users only Download (398kB) |
|
![]() |
Text (BAB V)
6.BAB V.pdf Restricted to Registered users only Download (124kB) |
|
![]() |
Text (DAFTAR PUSTAKA)
7.DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (138kB) |
|
![]() |
Text (LAMPIRAN)
8. LAMPIRAN.pdf Restricted to Registered users only Download (581kB) |
Abstract
This study aims to discuss what influences the Purchasing Decision on Innisfree beauty products. Independent variables obtained from the pre-survey results are Brand Ambassador, Brand Image, Green Marketing. While the dependent variable obtained is a Purchase Decision. The data analysis technique used in this study is the Structural Equation Model (SEM) technique with data processing tools using PLS. The population in this study is Innisfree consumers who are in the area of DKI Jakarta, with a sample of 200 respondents. In this study, the sampling technique used was purposive sampling. By using a quantitative descriptive approach. The results of this study indicate that Brand Ambassdaor has a significant positive effect on Purchasing Decisions, Brand Image has a significant positive effect on Purchasing Decisions, and Green Marketing has a significant positive effect on Purchasing Decisions. Keywords: Brand Ambassador, Brand Image, Green Marketing, Purchasing Decisions, Korean beauty products Innisfree. Penelitian ini bertujuan untuk membahas mengenai pengaruh apa saja yang mempengaruhi Keputusan Pembelian pada produk kecantikan Innisfree. Variabel independen yang didapatkan dari hasil pra survei adalah Brand Ambassador, Brand Image, Green Marketing. Sedangkan variabel dependen yang didapatkan adalah Keputusan Pembelian. Teknik analisis data yang digunakan dalam penelitian ini adalah teknik Structural Equation Model (SEM) dengan alat pengolahan data menggunakan PLS. Populasi dalam penelitian ini adalah konsumen Innisfree yang berada di daerah DKI Jakarta, dengan sampel 200 responden. Dalam penelitian ini, teknik pengambilan sampel yang digunakan ialah purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Hasil penelitian ini menunjukkan bahwa Brand Ambassdaor berpengaruh positif signifikan terhadap Keputusan Pembelian, Brand Image berpengaruh positif signifikan terhadap Keputusan Pembelian, serta Green Marketing berpengaruh positif signifikan terhadap Keputusan Pembelian. Kata kunci: Brand Ambassador, Brand Image, Green Marketing, Keputusan Pembelian, Produk kecantikan korea Innisfree.
Actions (login required)
![]() |
View Item |