PENGARUH BRAND AMBASSADOR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK IMPLORA COSMETICS

SAFA ANANDA ROHMAH HIDAYATI, . (2026) PENGARUH BRAND AMBASSADOR DAN BRAND AWARENESS TERHADAP KEPUTUSAN PEMBELIAN PRODUK IMPLORA COSMETICS. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (3MB)
	Text BAB 1.pdf Download (1MB)
	Text BAB 2.pdf Restricted to Registered users only Download (878kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (1MB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (262kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (512kB)
	Text LAMPIRAN DAN DAFTAR RIWAYAT HIDUP.pdf Restricted to Registered users only Download (3MB) | Request a copy

Abstract

Para pengguna kosmetik cenderung mudah berpindah ke merek kosmetik lain dikarenakan adanya promosi, perubahan tren, ataupun ketertarikan pada produk lain. Situasi ini menunjukkan pentingnya perusahaan untuk membangun hubungan yang kuat dengan konsumen melalui brand ambassador serta peningkatan brand awareness agar merek lebih mudah dikenal, dipercaya, dan diingat oleh konsumen. Tujuan penelitian ini adalah untuk mengetahui pengaruh brand ambassador dan brand awareness terhadap keputusan pembelian produk Implora Cosmetics secara parsial dan simultan. Metode penelitian ini menggunakan pendekatan kuantitatif asosiatif dengan metode survei. Data dikumpulkan melalui kuesioner yang dibagikan kepada 100 responden. Berdasarkan uji secara parsial variable X1 terhadap Y diperoleh nilai signifikansi <0.01< 0.05 dan nilai T hitung 66.99 > 1.985 sehingga Ha diterima dan Ho ditolak. Sedangkan uji secara parsial variable X2 terhadap Y diperoleh nilai signifikansi <0.01 < 0.05 dan nilai T hitung 4.242 > 1.985 sehingga Ha diterima dan Ho. Pada pengujian secara simultan didapatkan nilai signifikansi <0.01 < 0.05 dengan nilai F hitung 54.031 > 3,09 sehingga disimpulkan bahwa Ha diterima dan Ho, dengan kata lain bahwa brand ambassador dan brand awareness secara bersama-sama berpengaruh terhadap keputusan pembelian produk Implora Cosmetics. Hasil penelitian ini menyatakan terdapat pengaruh yang signifikan sebesar 51.7% antara brand ambassador dan brand awareness terhadap keputusan pembelian produk Implora Cosmetics, dan 48.3% lainnya dipengaruhi oleh faktor lain yang tidak termasuk dalam lingkup penelitian ini. ***** Cosmetic consumers tend to switch easily from one cosmetic brand to another due to promotional activities, changing trends, or interest in competing products. This situation highlights the importance for companies to build strong relationships with consumers through the use of brand ambassador and the enhancement of brand awareness, enabling the brand to become more recognizable, trustworthy, and memorable. The purpose of this study was to examine the effect of brand ambassador and brand awareness on the purchase decisions of Implora Cosmetics products, both partially and simultaneously. This study employed a quantitative associative approach using a survey method. Data were collected through questionnaires distributed to 100 respondents. The results of the partial hypothesis test showed that for the relationship between X1 and Y, the significance value was < 0.01 < 0.05 and the T value was 66.99 > 1.985, indicating that Ha was accepted and Ho was rejected. Similarly, for the relationship between X2 and Y, the significance value was < 0.01 < 0.05 and the T value was 4.242 > 1.985, indicating that Ha was accepted and Ho was rejected. Furthermore, the simultaneous hypothesis test yielded a significance value of < 0.01 < 0.05 and an F value of 54.031 > 3.09, leading to the conclusion that Ha was accepted and Ho was rejected. In other words, band ambassador and brand awareness jointly influence the purchase decisions of Implora Cosmetics products. The findings revealed that brand ambassador and brand awareness accounted for 51.7% of the variance in purchase decisions, while the remaining 48.3% was influenced by factors outside the scope of this study.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Jenny Sista Siregar, M.Hum; 2). Dr. Dwi Atmanto, M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Safa Ananda Rohmah Hidayati .
Date Deposited:	10 Aug 2026 07:47
Last Modified:	10 Aug 2026 07:47
URI:	http://repository.unj.ac.id/id/eprint/69459

Actions (login required)

View Item