Pengaruh brand ambassador dan brand image terhadap minat beli brand kerastase di Semarang

Djaja, Euodia Patricia Kumala (2024) Pengaruh brand ambassador dan brand image terhadap minat beli brand kerastase di Semarang. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian mengenai pengaruh brand ambassador dan brand image terhadap minat beli konsumen Kerastase di Semarang bertujuan untuk memahami dampak yang ditimbulkan oleh keberadaan brand ambassador Kerastase terhadap hubungan interaksi antara merek dan konsumen dan juga untuk mengidentifikasi peran brand ambassador dalam mempengaruhi interaksi yang terjadi antara merek dan konsumen dan juga mengeksplorasi bagaimana kehadiran brand ambassador memengaruhi cara konsumen melihat dan merespons merek tersebut. Karena sekarang ini semakin banyak merek yang menggunakan brand ambassador sebagai salah satu teknik marketing yang dilakukan untuk meningkatkan penjualan perusahaan. Selain untuk menunjang brand image, dengan adanya penelitian ini dapat membantu perusahaan untuk menanalisa faktor-faktor apa saja yang perlu diperhatikan dalam memilih brand ambassador. Penelitian ini dilakukan dengan pendekatan kuantitatif dengan cara penyebaran kuesioner untuk mengetahui pendapat konsumen. Proses analisis dimulai dengan evaluasi model pengukuran, yang kemudian diikuti oleh evaluasi model struktural. Hasil analisis PLS-SEM diinterpretasikan selanjutnya. Penelitian ini membuktikan bahwa evaluasi model pengukuran valid, reliabel, dan dapat diterima secara substansial berdasarkan hasil pengujian data. Hasil evaluasi aplikasi Smart Tutor yang diperoleh dapat memberikan rekomendasi dan menjadi dasar untuk pengembangan lebih lanjut serta pengamatan mendetail selanjutnya. / Research on the influence of brand ambassadors and brand image on purchasing interest of Kerastase consumers in Semarang aims to understand the impact that the existence of Kerastase brand ambassadors has on the interaction relationship between brands and consumers and also to identify the role of brand ambassadors in influencing interactions that occur between brands and consumers and also explores how the presence of a brand ambassador influences the way consumers view and respond to the brand. Because now more and more brands are using brand ambassadors as a marketing technique to increase company sales. Apart from supporting the brand image, this research can help companies to analyze what factors need to be considered when choosing a brand ambassador. This research was carried out using a quantitative approach by distributing questionnaires to find out consumer opinions. The analysis process begins with an evaluation of the measurement model, which is then followed by an evaluation of the structural model. The results of the PLS-SEM analysis are interpreted next. This research proves that the measurement model evaluation is valid, reliable and substantially acceptable based on the results of data testing. The results obtained from evaluating the Smart Tutor application can provide recommendations and become the basis for further development and further detailed observations.

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