PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK SOMETHINC

PUTRI, TIARA AMELIA (2023) PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN HARGA TERHADAP MINAT BELI KONSUMEN PADA PRODUK SOMETHINC. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to determine and analyze the effect of Brand Image, Brand Ambassador, and Price on Consumer Purchase Interest in Somethinc products. The population used in this study are users of Somethinc products in the DKI Jakarta area. In this study using 115 respondents as a research sample using Non Probabilty Sampling technique with Purposive Sampling Method. The data collection method used is the survey method, using a questionnaire as a research instrument. The data analysis method uses Partial Least Square. The results in this study indicate that Brand Image has a significant positive effect on Purchase Interest, Brand Ambassador has a significant positive effect on Purchase Interest, price has a significant positive effect on Purchase Interest. Keywords: Brand Image, Brand Ambassador, Price, Purchase Intention Penelitian ini bertujuan untuk mengetahui dan mengalisis pengaruh Brand Image, Brand Ambassador, dan Harga terhadap Minat Beli konsumen pada produk Somethinc. Populasi yang digunakan dalam penelitian ini adalah pengguna produk Somethinc di Kawasan DKI Jakarta. Pada penelitian ini menggunakan 115 responden sebagai sampel penelitian dengan menggunakan teknik Non Probabilty Sampling dengan Metode Purposive Sampling. Metode pengumpulan data yang digunakan adalah metode survei, dengan menggunakan kuesioner sebagai instrument penelitian. Metode analisis data menggunakan Partial Least Square. Hasil pada penelitian ini menunjukkan bahwa Brand Image berpengaruh positif signifikan terhadap Minat Beli, Brand Ambassador berpengaruh positif signifikan terhadap Minat Beli, harga berpengaruh positif signifikan terhadap Minat Beli. Kata Kunci : Brand Image, Brand Ambassador, Harga, Minat Beli

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 491
Call Number: SE/31/23/511
NIM/NIDN Creators: 43119010148
Uncontrolled Keywords: Brand Image, Brand Ambassador, Harga, Minat Beli
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: khalimah
Date Deposited: 14 Dec 2023 07:59
Last Modified: 14 Dec 2023 07:59
URI: http://repository.mercubuana.ac.id/id/eprint/84697

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