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PENGARUH TERPAAN IKLAN DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

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This study aims to examine and explain the effect of advertising exposure and brand ambassadors on purchasing decisions for Scarlett Whitening products. This research uses a qualitative method using Structural Equation Model (SEM) analysis which is processed using the SmartPLS application. Data obtained through distributing questionnaires to 77 respondents from EXO-L Palembang members. The results of this study indicate that advertising exposure has a positive and significant effect on purchasing decisions with a path coefficient value of 0.455, p-value of 0.000, t-statistic of 4.110. Brand Ambassadors have a positive and significant effect on purchasing decisions with a path coefficient value of 0.329, p value of 0.004, t-statistic of 2.870. The effect of advertising exposure and brand ambassadors on purchasing decisions is 0.524 or 52.4%. Keywords: Advertising Exposure, Brand Ambassador, Purchase Decision, Scarlett Whitening

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Detail Information

Series Title

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Call Number

T1564642024

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2024

Collation

xvii, 109 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Media Komunikasi
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

SEW

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