Salsabila, Annisaa Ermi (2024) Pengaruh Brand Image, Brand Ambassador dan e-Wom Terhadap Purchase Intention Produk Bening’s Skincare. (The Influence of Brand Image, Brand Ambassador, and e-WOM on Purchase Intention of Bening’s Skincare Products). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk mengetahui Pengaruh brand image, brand ambassador dan e-wom terhadap purchase intention produk Bening’s Skincare. Penelitian ini menggunakan metode kuantitatif, teknik pengumpulan data yaitu dengan menyebarkan kuesioner melalui google form, analisis yang digunakan yaitu regresi linier berganda. Sampelnya terdiri dari 97 responden. Adapun hasil penelitian menunjukkan bahwa semua indikator valid dan reliabel. Hasil dari uji T menyatakan bahwa brand image, brand ambassador dan e-wom berpengaruh signifikan terhadap purchase intention. Hasil dari uji F menyatakan bahwa brand image, brand ambassador dan e-wom berpengaruh secara simultan terhadap purchase intention produk Bening’s Skincare. Sedangkan hasil dari uji R² menunjukkan bahwa pengaruh variabel independen terhadap variabel dependen sebesar 97,2% sedangkan sisanya 2,8% dipengaruhi variabel lain diluar model penelitian.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Brand Image, Brand Ambassador, e-Wom dan Purchase Intention |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212100177 Annisaa Ermi Salsabila |
| Date Deposited: | 15 Nov 2001 19:55 |
| Last Modified: | 15 Nov 2001 19:55 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/37766 |
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