Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa Administrasi Bisnis Universitas  Malikussaleh

Syarifuddin, Nayami; Maisyura, Maisyura

doi:10.29103/njiab.v5i1.7728

Cited by 2 publications

(2 citation statements)

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“…Apabila suatu produk mempunyai brand image yang baik maka pembelian produk akan terjadi begitupun sebaliknya. Hal ini juga searah dengan penelitian sebelumnya yang dilakukan oleh Syarifuddin & Maisyura, (2022) yang menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.…”

Section: Hubungan Brand Image Terhadap Keputusan Pembelianunclassified

“…Perusahaan MS Glow memiliki beberapa cabang dan distributor yang tersebar luas diseluruh Indonesia, tidak hanya itu skincare MS Glow juga bisa didaptkan melalui online maupun offline sehingga memudahkan konsumen untuk melakukan transaksi pembelian produk. Hal ini sejalan dengan penelitian sebelumnya oleh Syarifuddin & Maisyura, (2022) yang menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.…”

Section: Pengaruh Brand Image Terhadap Keputusan Pembelianunclassified

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Pengaruh Brand Ambassador, Brand Image, dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya

Sulistyana,

Aminah

2023

ajeks

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The high market demand in the category of facial skin care series has resulted in various brands emerging and creating intense competition. The purpose of this study was to determine the effect of brand ambassadors, brand image, and brand awareness on purchasing decisions for MS Glow skincare products in the city of Surabaya. MS Glow is a skincare brand that has achieved success with the 2020 Indonesia Best Brand Award (IBBA). The research method used is a quantitative method by distributing questionnaires. The population of this research is MS Glow female consumers who are domiciled in Surabaya, aged at least 17 years, and have purchased MS Glow skincare. The research sample used accidental sampling technique with a total sample of 80 respondents. Data analysis technique using PLS. The results of the study show that brand ambassadors have a significant positive influence on purchasing decisions. Brand Image has a significant positive influence on purchasing decisions. Brand awareness also has a significant positive influence on purchasing decisions. Keywords: Brand ambassador ; Brand Awareness ; Brand Image ; Purchase Decision

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Section: Hubungan Brand Image Terhadap Keputusan Pembelianunclassified

Section: Pengaruh Brand Image Terhadap Keputusan Pembelianunclassified

Pengaruh Brand Ambassador, Brand Image, dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya

Sulistyana,

Aminah

2023

ajeks

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Green Satisfaction and Green Trust as Mediation of the Influence of Green Image and Green Marketing on Green Loyalty in Hotels 3 Star in Surabaya (Preprint)

Mahendra,

Ujianto,

Halik

2024

Preprint

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BACKGROUND The development of people's mindset and concern for the environment has led to a desire to use environmentally friendly products or services. This causes hotels to be required to implement the Green Hotel concept to fulfill desires and increase the number of visitors. OBJECTIVE The research aims to analyze and explore the influence of green image, green product, green price, green place and green promotion on green satisfaction and green trust; as well as to analyze and explore the influence of green satisfaction and green trust on green loyalty. METHODS The type of research used is causal explanatory research. The research sampling technique is a purposive sampling technique with the sample selection criteria. In this research, a questionnaire instrument was used. The analytical technique for analyzing data and testing hypotheses uses structural equation modelling (SEM). Calculations using SmartPLS Ver 3.28. RESULTS The results concluded that Green Image, Green Product, Green Price, Green Place and Green Promotion have a significant positive effect on Green Satisfaction and Green Trust among 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept. However, Green Place has no significant positive effect on the Green Trust of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept; while Green Satisfaction and Green Trust have a significant positive effect on the Green Loyalty of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept CONCLUSIONS The results concluded that Green Image, Green Product, Green Price, Green Place and Green Promotion have a significant positive effect on Green Satisfaction and Green Trust among 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept. However, Green Place has no significant positive effect on the Green Trust of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept; while Green Satisfaction and Green Trust have a significant positive effect on the Green Loyalty of 3 Star Hotel Visitors in Surabaya with the Implementation of the Green Hotel Concept

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Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Scarlett Whitening Pada Mahasiswa Administrasi Bisnis Universitas Malikussaleh

Cited by 2 publications

References 1 publication

Pengaruh Brand Ambassador, Brand Image, dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya

Pengaruh Brand Ambassador, Brand Image, dan Brand Awareness terhadap Keputusan Pembelian Produk Skincare MS Glow di Kota Surabaya

Green Satisfaction and Green Trust as Mediation of the Influence of Green Image and Green Marketing on Green Loyalty in Hotels 3 Star in Surabaya (Preprint)

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