Noviana, Laela (2024) Pengaruh Brand Ambassador Nicholas Saputra Terhadap Minat Beli Produk Skintific pada Media Sosial Instagram. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Competition in the beauty industry in Indonesia is increasingly competitive. This is in line with the increasing interest of Indonesian people in beauty care products. The beauty industry is required to create effective marketing strategies to increase sales, one of which is through the use of brand ambassadors. Skintific is a beauty brand that also collaborates with Nicholas Saputra as the first male brand ambassador to present Skintific products. This research aims to determine the influence of brand ambassador Nicholas Saputra on interest in purchasing Skintific products on Instagram social media. The type of research used is quantitative with survey methods. The population in this study were Instagram followers @skintificid. Data collection was carried out by distributing questionnaires to 100 respondents selected using purposive sampling techniques. Next, the data was processed with the help of the SPSS program using simple regression analysis techniques, T hypothesis testing, and coefficient of determination testing. The results of this research indicate that the use of SOR theory in this research is still not significant enough to examine problems related to the influence of brand ambassadors on purchasing interest on Instagram social media.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Laela Noviana | ||||||||
| Date Deposited: | 12 Jul 2024 08:43 | ||||||||
| Last Modified: | 12 Jul 2024 08:43 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25671 |
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