Skripsi

PENGARUH KREDIBILITAS BRAND AMBASSADOR EXO DAN BRAND IMAGE TERHADAP MINAT BELI PRODUK SKINCARE SCARLETT WHITENING (Studi Pada Penggemar EXO Kota Palembang)

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This study aims to analyze the effect of EXO brand ambassador credibility and brand image on the purchase intention of Scarlett Whitening skincare products among EXO fans in Palembang City. This study employs a quantitative research approach with a sample size of 100 respondents selected using a non-probability sampling technique through questionnaire distribution. The data were analyzed using multiple linear regression analysis. The theoretical framework used in this study is the AISAS model, which stands for Attention, Interest, Search, Action, and Share. The results indicate that simultaneously, EXO brand ambassador credibility and brand image have a positive and significant effect on purchase intention. Partially, EXO brand ambassador credibility has a positive but insignificant effect on purchase intention, while brand image has a positive and significant effect on purchase intention. The Adjusted R-square value of 0.780 indicates that 78% of the variation in purchase intention is influenced by EXO brand ambassador credibility and brand image, while the remaining 22% is influenced by other variables outside the scope of this study.

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Detail Information

Series Title

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Call Number

T1921032025

Publisher

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

Collation

xv, 42 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 207

Content Type

Text

Media Type

-

Carrier Type

-

Edition

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Subject(s)

Perilaku konsumen
Prodi Ilmu Komunikasi

Specific Detail Info

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Statement of Responsibility

TUTI

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