AHMAD, REGISTA FABUNGA (2021) PERAN SIKAP PADA IKLAN DALAM MEMEDIASI PENGARUH BRAND AMBASSADOR TERHADAP MINAT BELI PRODUK MIE SEDAAP GORENG KOREAN SPICY CHICKEN. Undergraduate thesis, UPN 'Veteran' Jawa Timur.
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Abstract
Increasingly tight business competition requires companies to implement strategies to attract buying interest in their products, especially companies in the food sector, considering that the food industry is the most popular industry because it is a basic necessity for society. One of the strategies of companies that are widely implemented today is the use of brand ambassadors to advertise their products. The purpose of this research was to determine the effect of the brand ambassador Choi Siwon on purchase intention Mie Sedaap Goreng Korean Spicy Chicken products through attitude towards the advertisement as an intervening variable. This research is a quantitative research with an explanatory research approach. The population in this research were people aged 15-55 years in the East Java region. The sampling technique used in this research was purposive sampling technique with a sample size of 100. Data analysis was performed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) model through the SmartPLS 3.0 software. The results showed that brand ambassadors had a significant effect on purchase intention, brand ambassadors had a significant effect on attitudes towards the advertisement, attitudes towards the advertisement had a significant effect on purchase intention, and attitudes towards the advertisement had a significant effect on mediating the influence of brand ambassadors on purchase intention. Keywords: brand ambassador, attitude towards the advertisement, purchase intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Budiyono Budiyono | ||||||||
| Date Deposited: | 04 Nov 2021 03:10 | ||||||||
| Last Modified: | 04 Nov 2021 03:10 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/2545 |
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