SKRIPSI MBS

Pengaruh Brand Image, Brand Ambassador, dan Kemudahan Pembelian terhadap Niat Beli Produk Scarlett di Surakarta melalui Minat Beli sebagai Variabel Mediasi

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ABSTRACT

This research was conducted with the aim of determining the influence of
brand image, brand ambassadorship and ease of purchase on Scarlet products in
Surakarta through purchase interest as a mediating variable. The sampling
technique used was a non-probability sampling technique using a purposive
sampling method and distributing questionnaires via Google Form. The sample in
this study consisted of 135 respondents, provided that they were consumers of
Scarlett products who lived in the Surakarta area who were accidentally met by the
researcher, consumers who made purchases online, knew EXO as the Brand
Ambassador for Scarlett products, and consumers who followed Scarlett's
Instagram.
The independent variables in this research are Brand Image (X1), Brand
Brand (X2), and Ease of Purchasing (X3). The dependent variable in this research
is Purchase Intention (Y) and the mediating variable Purchase Interest (Z). The
method used in this research is a quantitative method with data analysis used,
namely multiple linear regression analysis, path analysis, and Sobel test. Then for
data processing using the IBM SPSS Statistics 23 application.
The results of this research show that (1) brand image has a positive and
significant influence on purchase interest (2) brand ambassador has a positive and
significant influence on purchase interest (3) ease of purchase has a positive and
significant influence on purchase interest (4) brand image has positive and
significant influence on purchase intention (5) brand ambassador has a positive
and significant influence on purchase intention (6) ease of purchase has a positive
and significant influence on purchase intention (7) brand image has a positive and
significant influence on purchase intention through purchase intention as
mediating variable (8) brand ambassador has a positive and significant influence
on purchase intention through purchase interest as a mediating variable (9) ease
of purchase has a positive and significant influence on purchase intention through
purchase interest as a mediating variable (10) purchase interest has a positive and
significant influence on purchase intentions.

Keywords : Brand Image, Brand Ambassador, Ease of Purchasing, Interest to

Buy, Intention to Buy

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 DWI p 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 202 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

-

Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Dwi Laila Qodriana

Versi lain/terkait

Lampiran Berkas

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