PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN STRATEGY GREEN MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK INNISFREE (Studi Kasus Pada Konsumen Innisfree di Jakarta )

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.

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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.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 20 418
Call Number: SE/31/21/164
NIM/NIDN Creators: 43116010223
Uncontrolled Keywords: Brand Ambassador, Brand Image, Green Marketing, Keputusan Pembelian, Produk kecantikan korea Innisfree.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 153 Conscious Mental Process and Intelligence/Intelegensia, Kecerdasan Proses Intelektual dan Mental > 153.8 Will, Volition/Kemauan > 153.83 Choice and Decision/Pilihan dan Keputusan
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
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 660 Chemical Engineering and Related Technologies/Teknologi Kimia dan Ilmu yang Berkaitan > 668 Technology of Other Organic Products/Teknologi Produk Organik Lainnya > 668.5 Parfumes and Cosmetics/Teknologi Parfum, Minyak Wangi dan Kosmetik
700 Arts/Seni, Seni Rupa, Kesenian > 740 Drawing and Decorative Art/Menggambar dan Seni Dekorasi > 741 Drawing and Drawings/Gambar dan Seni Menggambar > 741.6 Graphic Design, Illustration Drawings/Teknik Menggambar Desain Grafis, Teknik Menggambar Ilustrasi > 741.67 Advertisement and Posters/Iklan dan Poster
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Putra Arsy Anugrah
Date Deposited: 16 Jul 2022 02:36
Last Modified: 16 Jul 2022 02:36
URI: http://repository.mercubuana.ac.id/id/eprint/52060

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