PENGARUH EXO SEBAGAI BRAND AMBASSADOR, BRAND AWARENESS DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

Ainnisa, Salsha Nashira (2024) PENGARUH EXO SEBAGAI BRAND AMBASSADOR, BRAND AWARENESS DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

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Abstract

The objectives of this research are: To identify the impact of EXO as a Brand Ambassador towards Purchase Decision. To describe the influence of Brand Awareness and Brand Trust towards Purchase Decisons. The independent variables on this research are Brand Ambassador, Brand Awareness and Brand Trust, meanwhile the dependen variable is Purchase Decision. Using purposive sampling methods for sample determination. The criteria on this research are: 1) At least 17 years old. 2) Knowing that EXO is the Brand Ambassador of the brand Scarlett Whitenning. 3) Consumers who have done to purchased and used the Scarlett Whitening’s product. The number of samples used was 90 respondents. Analysis techniques using Multiple Linear Regression. This research finds that EXO as a Brand Ambassador doesn’t influence purchase decision, Brand Awareness does not impact purchase decision, meanwhile Brand Trust has influence over buying decisios Scarlett Whitening’s product. Keywords: Brand Ambassador, Brand Awareness, Brand Trust, Purchase Decisions

Item Type:	Thesis (Bachelor (S1))
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HM Sociology Q Science > QP Physiology
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	42 Salsha Nashira Ainnisa UWKS
Date Deposited:	26 Sep 2024 05:48
Last Modified:	26 Sep 2024 05:48
URI:	http://erepository.uwks.ac.id/id/eprint/18788

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