SEPTI, ALDA DWI (2023) PENGARUH BRAND AMBASSADOR PADA MEDIA PROMOSI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK STORE LOLICA JAKARTA. Other thesis, Politeknik Negeri Sriwijaya.
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Abstract
Tujuan dari penelitian ini adalah untuk mengetahui dan melihat bagaimana pengaruh brand ambassador pada Media Promosi Instagram terhadap keputusan pembelian produk Store Lolica. Objek pada penelitian ini adalah Media Instagram dan Konsumen Lolica. Metode pengumpulan data dalam penelitian ini dengan menggunakan pengamatan, angket (Kuesioner), dan studi kepustakaan serta Metode analisis data yang digunakan berupa uji validitas, uji reliabilitas, uji korelasi, analisis linier sederhana dan uji hipotesis. Hasil penelitian ini menunjukan bahwa brand ambassador berpengaruh terhadap keputusan pembelian produk Store Lolica Jakarta, hal ini dibuktikan dengan besarnya nilai thitung 5,711 > ttabel 1,990. Berdasarkan pada uji koefisien determinasi, nilai R square adalah sebesar 0,290, yang artinya 29,0% brand ambassador mampu mempengaruhi keputusan pembelian. Selain itu brand ambassador dan memiliki hubungan yang cukup erat dengan keputusan pembelian.
| Item Type: | Thesis (Other) |
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| Uncontrolled Keywords: | Brand Ambassador, Keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HG Finance |
| Divisions: | Business Management > Undergraduate Theses |
| Depositing User: | Mr Bambang Anthony |
| Date Deposited: | 16 Feb 2024 10:03 |
| Last Modified: | 16 Feb 2024 10:03 |
| URI: | http://eprints.polsri.ac.id/id/eprint/14564 |
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