Cahyani, Erin Dwi (2024) Pengaruh Brand Ambassador "Blackpink" Terhadap Repurchase Intention Produk Oreo X Blackpink Melalui Brand Image Sebagai Variabel Intervening (Studi Pada Konsumen Oreo X Blackpink di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Indonesian consumers interest in snack foods continues to grow. To attract consumer attention, companies can follow existing trends. Currently, the Korean Wave is a trend popular among various segments of society. Therefore, companies should consider the selection of brand ambassadors and a good brand image to attract consumers to make repeat purchases. This study aims to determine the influence of Brand Ambassadors on Repurchase Intention through Brand Image as an intervening variable. The population used includes all consumers who purchase Oreo X Blackpink products. The sample size is 100 respondents. Data collection was conducted by distributing questionnaires through Google Forms using non-probability sampling techniques with purposive sampling method. The data analysis techniques used include validity testing, reliability testing, classic assumption testing (normality test, multicollinearity test, and heteroscedasticity test), hypothesis testing (t-test and coefficient of determination), and path analysis using SPSS version 26 as the testing tool. The results of this study indicate that the Brand Ambassador variable significantly affects the Brand Image of Oreo X Blackpink products, the Brand Ambassador variable significantly influences the Repurchase Intention of Oreo X Blackpink products, the Brand Image variable significantly impacts the Repurchase Intention of Oreo X Blackpink products, and the Brand Ambassador variable significantly affects the Repurchase Intention through Brand Image as an intervening variable for Oreo X Blackpink products.
| 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: | Erin Dwi Cahyani | ||||||||
| Date Deposited: | 02 Feb 2024 06:27 | ||||||||
| Last Modified: | 02 Feb 2024 06:27 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20947 |
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