AFIFAH NABILAH SABRINA, . (2022) PENGARUH PEMILIHAN BRAND AMBASSADOR SONG JOONG KI TERHADAP KEPUTUSAN PEMBELIAN PRODUK KECANTIKAN SCARLETT WHITENING (Pada Mahasiswa Aktif Fakultas Ilmu Sosial Universitas Negeri Jakarta Angkatan 2018-2019). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh pemilihan brand ambassador Song Joong Ki terhadap keputusan pembelian produk kecantikan Scarlett Whitening pada mahasiswa aktif Fakultas Ilmu Sosial Universitas Negeri Jakarta Angkatan 2018-2019. Jenis penelitian ini adalah kuantitatif dengan metode survei melalui kuesioner dan menggunakan skala likert. Sampel penelitian ini berjumlah 138 mahasiswa dengan menggunakan metode non-probability sampling dengan teknik purposive sampling sebagai penentuan sampelnya. Pengujian hipotesis dilakukan dengan bantuan SPSS Statistic 24. Berdasarkan pengujian persyaratan analisis data dan pengujian hipotesis yang telah dilakukan, dihasilkan nilai uji T 5,014 > 1,65, artinya H1 diterima yang mana "terdapat" pengaruh pemilihan brand ambassador Song Joong Ki terhadap keputusan pembelian produk Scarlett Whitening mahasiswa aktif Fakultas Ilmu Sosial Universitas Negeri Jakarta Angkatan 2018-2019. Model regresi Y’ = 77.161 + 0,444X menunjukkan bahwa variabel X berpengaruh positif terhadap variabel Y. Pemilihan Brand Ambassador Song Joong Ki mempengaruhi Keputusan Pembelian Produk Scarlett Whitening sebesar 15,6% sedangkan sisanya dipengaruhi oleh variabel yang tidak diteliti. ***** This thesis aims to determine the effect of choosing Song Joong Ki as a brand ambassador on the decision to purchase the beauty brand Scarlett Whitening in active students of the Faculty of Social Sciences, State University of Jakarta, class of 2018-2019. The type of research is quantitative with a survey method through a questionnaire and using a Likert scale. The research sample was 138 students using non-probability sampling method with purposive sampling technique as the sample determination. Hypothesis testing was using SPSS Statistics 24. Based on testing the requirements of data analysis and hypothesis, the T test value is 5.014> 1.65 it means it means that H1 is accepted which "there is" the effect of choosing Song Joong Ki as a brand ambassador on purchasing decisions for the Scarlett Whitening products in active students of the Faculty of Social Sciences, State University of Jakarta, class of 2018-2019. The regression model Y' = 77.161 + 0.444X shows that the X variable has a positive effect on the Y variable. The selection of Song Joong Ki as Brand Ambassador affects the Purchase Decision of Scarlett Whitening Products by 15.6% while the rest is influenced by variables that are not examined.
| Item Type: | Thesis (Sarjana) |
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| Additional Information: | 1). Dr. Abdul Haris Fatgehipon, M.Si 2). Achmad Nur Hidayaht, M.Pd |
| Subjects: | Ilmu Sosial > Keuangan Ilmu Sosial > Kewirausahaan |
| Divisions: | FIS > S1 Pendidikan IPS |
| Depositing User: | Users 15146 not found. |
| Date Deposited: | 24 Aug 2022 06:22 |
| Last Modified: | 24 Aug 2022 06:22 |
| URI: | http://repository.unj.ac.id/id/eprint/33225 |
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