Skripsi

PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE INNISFREE DI MEDIA SOSIAL TWITTER

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The beauty industry in Indonesia continues to experience rapid growth. Therefore, companies need to formulate and determine effective strategies to influence consumer purchasing decisions. This study aims to examine the influence of brand ambassadors and electronic word of mouth (e-WOM) on consumer purchasing decisions. Theories used in this research include the VisCAP Model by Rossiter & Percy for brand ambassadors, e-WOM theory by Goyette, and the purchasing decision theory by Philip Kotler & Kevin Lane Keller.This research employs a quantitative approach using Structural Equation Modeling (SEM) for data analysis, processed with SmartPLS 4.0 software. The study involved 96 respondents selected through non-probability sampling with a purposive sampling technique. The results of this study indicate that the brand ambassador does not have a positive and significant effect on purchase decisions, with a path coefficient of 0.130, a p-value of 0.167, and a t-test value of 1.583. Meanwhile, the electronic word of mouth variable has a positive and significant effect on purchase decisions, with a path coefficient of 0.635, a p-value of 0.000, and a t-test value of 7.406. Overall, brand ambassador and electronic word of mouth simultaneously influence purchase decisions, with an R-square value of 0.517, meaning that both variables simultaneously influence purchase decisions by 51.7%.

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Detail Information

Series Title

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Call Number

T1899702025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xvi, 176 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.820 7

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Prodi Ilmu Komunikasi
Promosi Penjualan--Brand Ambassador

Specific Detail Info

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Statement of Responsibility

MI

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