Puspitasari, Munika and , Kusdiyanto, S.E., M.Si (2023) Pengaruh Product Knowladge Dan Brand Ambasador Korea Terhadap Keputusan Pembelian Melalui Minat Beli Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Produk Scarlett Whitening Di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to determine the effect of brand ambassador product knowledge on purchasing decisions through purchase intention as an intervening variable. Lately, the increase in the number of Korean fans can be a business opportunity for several parties. It's no wonder why many local skin care brands are collaborating with Korean artists to become their brand ambassadors. This study uses a type of quantitative research. The method of collecting data from this research is by using a questionnaire and sampling is done by using purposive sampling technique. The results of this study found that product knowledge and purchase intention have a positive and significant effect on purchasing decisions, while brand ambassadors have a not significant positive effect on purchasing decisions, product knowledge and brand ambassadors have a positive and significant effect on purchase intention, as well as product knowledge and brand ambassador has a positive but not significant effect on purchase decisions through purchase intention as an intervening variable.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | product knowledge, brand ambasador, minat beli, dan keputusan pembelian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic Development |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | MUNIKA PUSPITASARI |
| Date Deposited: | 16 Feb 2023 02:19 |
| Last Modified: | 16 Feb 2023 02:20 |
| URI: | http://eprints.ums.ac.id/id/eprint/109439 |
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