Pengaruh Brand Ambassador dan Digital Advertising terhadap Keputusan Pembelian dengan Citra Merek Sebagai Variabel Intervening pada Produk Skincare Ms Glow (Studi Kasus Terhadap Konsumen Ms Glow di Eryke Store)
Abstract views: 489
DOI:
https://doi.org/10.36456/jsbr.v4i2.7312
Keywords:
Brand Ambassador, Digital Advertising, Keputusan Pembelian, Citra MerekAbstract
Tujuan dari penelitian iniuntuk melihat seberapa besar pengaruh brand ambassador dan digital advertising terhadap keputusan pembelian pada Ms Glow di Eryke Store melalui citra merek. Populasiseluruh konsumen Ms Glow di Eryke Store, Pengumpulan data menggunakan kuesioner online. Untuk sampel sebanyak 70 responden, teknik pengambilan sampel yang digunakan purposive sampling. Menggunakan aplikasi Smart PLS 3.0 untuk analisis data. Hasil penelitian menunjukkan brand ambassadorberpengaruh signifikan terhadap citra merek, brand ambassadorberpengaruh signifikan terhadap keputusan pembelian, citra merek berpengaruh signifikan terhadap keputusan pembelian, digital advertisingtidak berpengaruh signifikan terhadap citra merek, digital advertisingtidak berpengaruh signifikan terhadap keputusan pembelian, brand ambassador tidak berpengaruh secara langsung atau signifikan terhadap keputusan pembelian melalui citra merek, digital advertising tidak berpengaruh secara langsung atau tidak signifikan terhadap keputusan pembelian melalui citra merek.
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