SKRIPSI MBS

PENGARUH KUALITAS PRODUK DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN SCARLETT WHITENING MELALUI BRAND IMAGE SEBAGAI VARIABEL MEDIASI

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ABSTRACT

The purpose of this research was to analyze how the influence of product
quality and brand ambassadors on consumer purchasing decisions on Scarlett
Whitening products through brand image as a mediating variable. The research
method used is quantitative with purposive sampling technique.
The data analysis method used was multiple linear regression analysis and path
analysis. The source of research data used is primary data using the statistical data
analysis tool SPSS 2.3 program. The sample in this research was 120 respondents
with the method of collecting data through questionnaires.
The results showed that product quality and brand ambassadors had a
significant influence on consumer purchasing decisions on Scarlett Whitening
products through brand image as a mediating variable. So the conclusion is that good
product quality with a marketing strategy through a brand ambassador is able to
improve Scarlett Whitening's brand image and the presence of a positive brand image
will increase consumer purchasing decisions.
The findings of this research provide a conceptual framework regarding the
factors that influence consumer purchasing decisions. Consumer purchasing decisions
for students who live in Sragen Regency for Scarlett Whitening products are directly
influenced by product quality and marketing strategies through brand ambassadors.
Where product quality and brand ambassadors have a positive impact on purchasing
decisions. There are other factors that can influence consumer purchasing decisions
indirectly, namely brand image. Where brand image plays a role to have a positive
impact on purchasing decisions.
Keywords : product quality, brand ambassador, brand image and purchasing
decisions.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 ANI p 22

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2022

Deskripsi Fisik

21 cm, 142 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Anis Puspita Dewi

Versi lain/terkait

Lampiran Berkas

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