Pengaruh Komunikasi Pemasaran Produk Melalui Penggunaan Brand Ambassador dan Citra Merek Terhadap Keputusan Pembelian Scarlett Whitening (Studi Pada Konsumen Scarlett Whitening Mahasiwa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia)

Panjaitan, Sania Debora (2022) Pengaruh Komunikasi Pemasaran Produk Melalui Penggunaan Brand Ambassador dan Citra Merek Terhadap Keputusan Pembelian Scarlett Whitening (Studi Pada Konsumen Scarlett Whitening Mahasiwa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini dilatarbelakangi oleh kondisi pada persaingan ekonomi dan komersial di Indonesia yang mengalami perkembangan sangat pesat pada setiap tahunnya. Penelitian ini menggunakan metode kualitatif yang menggambarkan sekaligus menjelaskan fenomena yang terjadi dari obyek penelitian. Data yang digunakan dalam penelitian ini meliputi data primer berupa berupa kuisioner yang diberikan kepada 10% dari total 400 mahasiswa Fakultas Ekonomi dan Bisnis, Universitas Kristen Indonesia angkatan tahun 2018-2021 sebagai konsumen serta data sekunder dapat dilihat dari data website. Variabel yang diuji pada penelitian ini berupa variabel bebas brand ambassador dan citra merek. Pembahasan dimulai dari visualisasi tabel karakteristik responden berdasarkan status angkatan. Kedua variabel dianalisis menggunakan Uji T dan Uji F. Berdasarkan hasil Uji T pada variabel brand ambassador, didapat nilai t-hitung untuk Brand Ambassador adalah sebesar 3,319 dengan nilai t-tabel sebesar 2,028 (t-hitung > t-tabel). Hasil ini menjelaskan bahwa variabel brand ambassador berpengaruh secara signifikan terhadap variabel keputusan pembelian (Ha), sehingga hipotesis pertama dapat diterima. Sedangkan hasil Uji T pada variabel citra merek, didapat nilai t-hitung sebesar 2.979 dengan nilai t-tabel sebesar 2,028 (t-hitung > t -tabel). Hasil ini menunjukkan bahwa citra merek berpengaruh secara signifikan terhadap variabel keputusan pembelian (Ha), sehingga hipotesis kedua dapat diterima. Berdasarkan hasil uji F, menunjukkan hasil bahwa F-hitung sebesar 19,790 sedangkan F-tabel 2,87 (F-hitung > F-tabel). Hasil ini menunjukkan bahwa terdapat pengaruh signifikan antara variabel independen brand ambassador dan citra merek terhadap variabel dependen yaitu keputusan pembelian (Ha) dapat diterima. Kesimpulan yang dapat diambil dari hasil analisis data diatas, yaitu pihak Scarlett Whitening tetap harus mempertahankan brand ambassador-nya serta tetap mempertahankan keunikan pada desain kemasannya, agar selalu memiliki ciri khas dari produk lain./ This research is motivated by the conditions of economic and commercial competition in Indonesia which are developing very rapidly every year. This study uses a qualitative method that describes as well as explains the phenomena that occur from the object of research. The data used in this study includes primary data in the form of a questionnaire given to 10% of the total 400 students of the Faculty of Economics and Business, Indonesian Christian University class of 2018-2021 as consumers and secondary data can be seen from website data. The variables tested in this study are the independent variables brand ambassador and brand image. The discussion starts from the visualization of the respondent's characteristic table based on the status of the class. Both variables were analyzed using the T-Test and F-Test. Based on the results of the T-test on the Brand Ambassador variable, the t-count value for brand ambassador was 3.319 with a t-table value of 2,028 (t-count > t-table). These results explain that the brand ambassador variable has a significant effect on the purchase decision variable (Ha), so the first hypothesis can be accepted. While the results of the T-test on the brand image variable, the t-count value is 2.979 with a t-table value of 2.028 (t-count > t-table). These results indicate that brand image has a significant effect on the purchase decision variable (Ha), so that the second hypothesis can be accepted. Based on the results of the F test, the results show that the F-count is 19.790 while the F-table is 2,87 (F-count > F-table). These results indicate that there is a significant influence between the independent variables brand ambassador and brand image on the dependent variable, namely purchase decision (Ha) is acceptable. The conclusion that can be drawn from the results of the data analysis above, namely Scarlett Whitening still has to maintain its brand ambassador and still maintain the uniqueness of its packaging design, so that it always has the characteristics of other products.

Item Type: Thesis (S1)
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSembiring, Carolina F.NIDN0325126102carolina.sembiring@uki.ac.id
Thesis advisorMalau, MelindaNIDN0324108205melinda.malau@uki.ac.id
Additional Information: Nomor Panggil : TA 658.81 Pan p 2022
Subjects: SOCIAL SCIENCES > Personnel management. Employment management
SOCIAL SCIENCES > Management
Divisions: FAKULTAS EKONOMI DAN BISNIS > Manajemen
Depositing User: Users 2432 not found.
Date Deposited: 01 Feb 2023 04:09
Last Modified: 08 Oct 2024 10:23
URI: http://repository.uki.ac.id/id/eprint/10009

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