SAPUTRI, OKTARIFA ANGGUN (2023) PENGARUH BRAND AMBASSADOR, CITRA MEREK, DAN KUALITAS PRODUK TERHADAP MINAT BELI PADA PRODUK LIPSTIK MEREK VIVA COSMETICS DI KOTA SURABAYA. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
In an increasingly competitive industrial environment, corporations must be cautious in analyzing consumer behavior in order to appropriately calculate the market share of their goods and impact customer purchasing interest. Based on this, the purpose of this study is to examine and assess the impact of brand ambassadors, brand image, and product quality on purchase interest in Viva Cosmetics brand lipstick products in Surabaya. The study method employed was quantitative research, with a sample size of 104 respondents who matched the sampling requirements. The Non Probability Sampling approach with Purposive Sampling methodology was used for sampling. The data analysis approach employs the SMART PLS program. According to the findings of the study, brand ambassadors, brand image, and product quality all contribute to consumer interest in Viva Cosmetics brand lipstick products.e. Keywords : Brand Ambassadors; Brand Image; Product quality; Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Oktarifa Anggun Saputri | ||||||||
| Date Deposited: | 11 Dec 2023 07:45 | ||||||||
| Last Modified: | 11 Dec 2023 07:45 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/18972 |
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