Pengaruh perceived influence, brand engagement in self concept, dan brand expected value terhadap intention to purchase recommended brands merek Somethinc

Doodoh, Rafaelia Risha (2022) Pengaruh perceived influence, brand engagement in self concept, dan brand expected value terhadap intention to purchase recommended brands merek Somethinc. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian yang dilakukan ini bertujuan untuk mengetahui dan juga memahami pengaruh perceived influence, brand engagement in self concept, dan brand expected value terhadap intention to purchase recommended brands. Pengaruh dari influencer ataupun brand ambassador merupakan salah satu faktor yangmenjadi daya tarik masyarakat bagi suatu brand. Dengan adanya brandambassador akan meningkatkan kesadaran masyarakat akan suatu brand. Pengumpulan data dilakukan peneliti dengan menggunakan kuesioner elektrok yakni google form, serta metode yang diterapkan adalah metode penelitian kuantitatif. Kuesioner disebarkan kepada masyarakat Indonesia khususnya yang mengetahui produk- produk kecantikan atau skincare seperti Somethinc dan mengetahui NCT Dream sebagai brand ambassador-nya. Data dari kuesioner ini diperoleh dari 455 responden, tetapi hanya 339 responden yang memenuhi kriteria yang telah ditentukan oleh peneliti, dan datanya dapat diolah. Peneliti menganalisa data yang diperoleh dengan menggunakan software SmartPLS 3.3.7. Hasil dari penelitian ini membuktikan bahwa perceived influence, brandengagement in self concept, dan brand expected value berpengaruh secara positif terhadap intention to purchase recommended brands. Penelitian ini diharapkan dapat berkontribusi kepada penelitian yang sudah dilakukan sebelumnya, dan juga bermanfaat untuk masyarakat lain yang mungkin akan melakukan penelitian dengan model ataupun variabel yang sama. / This research aims to determine and understand the effect of perceived influence, brand engagement in self concept, and brand expected value on the intention to purchase recommended brands. The influence of influencers or brand ambassadors is one of the factors that attracts people to a brand. Having a brand ambassador will increase public awareness of a brand. Data was collected by researchers using an electronic questionnaire, Google Form, and the method applied was a quantitative research method. Questionnaires were distributed to the Indonesian people, especially those who know about beauty or skincare products such as Somethinc and know NCT Dream as its brand ambassador. Data from this questionnaire were obtained from 455 respondents, but only 339 respondents according to the criteria determined by the researcher, and the data could be processed. Researchers analyzed the data obtained using the SmartPLS 3.3.7. software. The results of this study prove that perceived influence, brand engagement in self concept, and brand expected value have a positive effect on intention to purchase recommended brands. This research is expected to be able to contribute to research that has been done previously, and also be useful for other people who may be conducting research with the same model or variable.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Doodoh, Rafaelia RishaNIM01011180368rafaeliarisha45@gmail.com
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorWuisan, Dewi S. S.NIDN0431107004dewi.wuisan@uph.edu
Uncontrolled Keywords: brand ambassador
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Rafaelia Doodoh
Date Deposited: 16 Jun 2022 02:03
Last Modified: 16 Jun 2022 02:04
URI: http://repository.uph.edu/id/eprint/47802

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