Suharto, Aisyah Suharto (2024) Pengaruh Brand Ambassador Girl Group Red Velvet, Brand Image dan Brand Awareness Terhadap Minat Beli Customer Pada Produk Azarine di Kota Surabaya. (The Influence of Red Velvet Girl Group Brand Ambassador, Brand Image and Brand Awareness on Customer Purchase Interest in Azarine Products in the City of Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The development of the times means that everything is increasingly changing, not only technology, information, culture and life style, but beauty standards are also affected by this. Currently, many people prioritize appearance, so this can underlie the development of beauty products that are currently widespread. Plus the impact of the current era of globalization, there are various kinds of information that have reached the ears of the wider community in the world. Beauty standards are based on various developed countries, one of which is South Korea, which is one country that is trying to expand its cultural influence to other countries by exporting typical food culture, pop music, drama series, cosmetics and various other entertainment. Indonesia is the main market that has felt the impact of cultural globalization from South Korea, especially among generation Z in Indonesia. There is one local beauty product that has chosen a brand ambassador from South Korea to attract consumers, namely the Azarine product, which is a cosmetic and skincare product. This research aims to determine the influence of brand ambassadors, brand image and brand awareness on purchasing interest in Azarine products in Surabaya. This research method is quantitative used to collect and analyze the necessary data. The sampling technique used was incidental sampling with a total of 96 respondents. In this study, the research instrument used a questionnaire distributed online. The questionnaire contains statements about the indicators in the brand ambassador, brand image, brand awareness and purchase interest variables. The data obtained was then analyzed using the multiple linear regression method to determine the relationship between the independent variable and the dependent variable. The results of this research show that all independent variables, namely brand ambassador, brand image, and brand awareness have a positive effect on the dependent variable, namely buying interest.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | brand ambassador, brand image, brand awareness, and purchase interest |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000163 Aisyah Suharto |
| Date Deposited: | 30 Aug 2024 03:20 |
| Last Modified: | 30 Aug 2024 03:20 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/34373 |
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