Stimuli pengaruh brand ambassador terhadap purchase intention melalui mediasi consumer satisfaction

Poernomo, Tri (2021) Stimuli pengaruh brand ambassador terhadap purchase intention melalui mediasi consumer satisfaction. Universitas Mulawarman. (Unpublished)

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Abstract

This research article aims to identify the stimuli stimuli of brand ambassador influence on consumer buying interests through mediation of the formation of consumer satisfaction values at lotte mart today. This research article is statistically inferential (identifying the statistical observation hypothesis). The research activity was carried out in February 2021 at lotte mart location, Waru Sidoarjo. The research subjects in this article consist of the entirety of lotte mart's regular customers. The method of screening respondents was done through a sample approach of consideration to 60 participants of shopping activists at lotte mart. Identification of research instruments is carried out through the help of observation questionnaire media. The overall element of brand ambassador (truthwothness, attractiveness, expertise) has a positive influence on purchase intention through mediating consumer satisfaction. Buyback activity will be realized if customers feel optimally satisfied through a process of continuous marketing stimulation in the long run. Keywords: Brand ambassador; consumer satisfaction; judgement sampling; purchase intention

Item Type:	Other
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business > Accounting Study Program
Depositing User:	Sulimin BP3
Date Deposited:	26 Jun 2023 02:48
Last Modified:	26 Jun 2023 02:48
URI:	http://erepository.uwks.ac.id/id/eprint/14955

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