PENGARUH BRAND AMBASSADOR IDOL K-POP EXO DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING

C1B020121, Murdianti (2025) PENGARUH BRAND AMBASSADOR IDOL K-POP EXO DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING. S1 thesis, Universitas Jambi.

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	Text BAB I.pdf Download (522kB)
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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador idol kpop exo dan brand image terhadap keputusan pembelian scarlett whitening. Penelitian ini diharapkan dapat memberi informasi-informasi tertentu kepada perusahaan terkait seberapa penting pengaruh brand ambassador dan brand image yang dapat memberikan pengaruh pada Keputusan pembelian pembeli, yang kemudian bisa diaplikasikan sebagai penentuan strategi yang harus diterapkan Perusahaan. Penelitian ini menggunakan teknik pengumpulan data snowball sampling dengan jumlah 96 responden. Teknik pengumpulan data dengan menggunakan kuesioner melalui bantuan google form yang diolah menggunakan SPSS dan teknik analisis data menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa brand ambassador berpengaruh secara parsial terhadap keputusan pembelian, kemudian brand image berpengaruh secara parsial terhadap keputusan pembelian. Selanjutnya berdasarkan hasil uji simultan, menunjukkan bahwa brand ambassador idol kpop exo dan brand image berpengaruh secara silmutan terhadap keputusan pembelian scarlett whitening. This study aims to determine the influence of the K-Pop idol EXO as a brand ambassador and brand image on purchasing decisions for Scarlett Whitening. This research is expected to provide specific information to the company regarding the significance of the influence of brand ambassadors and brand image on consumers' purchasing decisions, which can then be applied in determining the strategies that the company should implement. The research employed the snowball sampling technique to collect data, involving a total of 96 respondents. Data collection was conducted using a questionnaire distributed via Google Forms and analyzed using SPSS software with multiple linear regression as the data analysis technique. The results of the study indicate that the brand ambassador partially influences purchasing decisions, and brand image also partially influences purchasing decisions. Furthermore, based on the results of simultaneous testing, it was shown that the K-Pop idol EXO as a brand ambassador and brand image simultaneously influence purchasing decisions for Scarlett Whitening.

Type:	Thesis (S1)
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Keputusan Pembelian.
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MURDIANTI
Date Deposited:	22 Apr 2025 08:46
Last Modified:	22 Apr 2025 08:49
URI:	https://repository.unja.ac.id/id/eprint/77532

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