PENGARUH BRAND AMBASSADOR DAN KONTEN IKLAN TERHADAP BRAND IMAGE SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN:KASUS PADA E-COMMERCE SHOPEE INDONESIA

MARINTAN DAMAY YANTI SIAHAAN, . (2022) PENGARUH BRAND AMBASSADOR DAN KONTEN IKLAN TERHADAP BRAND IMAGE SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN:KASUS PADA E-COMMERCE SHOPEE INDONESIA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilakukan terhadap 200 orang pengguna Shopee di DKI Jakarta dengan metode SEM dan alat bantu AMOS. Hasil penelitian ini menunjukkan bahwa brand ambassador dan konten iklan tidak memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian secara langsung, brand ambassador dan konten iklan memiliki pengaruh positif dan signifikan terhadap brand image secara langsung, brand image memiliki pengaruh yang positif dan signifikan terhadap keputusan pembelian. Kata kunci: Brand ambassador, Konten Iklan, Brand image, Keputusan Pembelian, Shopee Indonesia. This research was conducted on 200 Shopee users in DKI Jakarta using the SEM method and AMOS tools. The results of this study indicate that brand ambassadors and advertising content do not have a positive and significant effect on purchasing decisions directly, brand ambassadors and advertising content have a positive and significant influence on brand image directly, brand image has a positive and significant influence on purchasing decisions. Keywords: Brand ambassador, Advertising Content, Brand image, Purchase Decision, Shopee Indonesia.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Suherman, M.Si ; 2) Dra. Basrah Saidani, M.Si
Subjects:	Manajemen > Manajemen , Business Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Users 13506 not found.
Date Deposited:	03 Mar 2022 07:24
Last Modified:	03 Mar 2022 07:24
URI:	http://repository.unj.ac.id/id/eprint/23328

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