Amanda, Riska (2026) Pengaruh Brand Ambassador Carlos Sainz dan Product Quality Terhadap Purchase Intention Produk L’Oréal Paris Dengan Brand Image Sebagai Variabel Intervening (Studi Pada Penggemar Formula 1 di Indonesia). Undergraduate thesis, UPN Veteran Jawa Timur.
|
Text (Cover)
22042010170.-cover.pdf Download (804kB) | Preview |
|
|
Text (Bab 1)
22042010170.-bab1.pdf Download (200kB) | Preview |
|
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Bab 2)
22042010170.-bab2.pdf Restricted to Repository staff only until 13 May 2029. Download (299kB) |
|
|
Text (Bab 3)
22042010170.-bab3.pdf Restricted to Repository staff only until 13 May 2029. Download (265kB) |
|
|
Text (Bab 4)
22042010170.-bab4.pdf Restricted to Repository staff only until 13 May 2029. Download (670kB) |
|
|
Text (Bab 5)
22042010170.-bab5.pdf Download (39kB) | Preview |
|
|
Text (Daftar Pustaka)
22042010170.-daftarpustaka.pdf Download (185kB) | Preview |
|
|
Text (Lampiran)
22042010170.-lampiran.pdf Restricted to Repository staff only until 13 May 2029. Download (1MB) |
Abstract
This study aims to analyse the influence of Brand Ambassador and Product Quality on Purchase Intention of L'Oréal Paris products through Brand Image as an intervening variable among Formula 1 fans in Indonesia. This study is explanatory quantitative in nature, using a survey method with purposive sampling and data collection through questionnaires. Data analysis was performed using Partial Least Squares–Structural Equation Modelling (PLS-SEM) and calculated using SmartPLS 4.0.9.9 software through measurement model and structural model testing. The results of the analysis show that Brand Ambassador and Product Quality have a positive and significant effect on Brand Image and Purchase Intention, and Brand Image has a positive and significant effect on Purchase Intention. Brand Image was found to partially mediate the influence of Brand Ambassador and Product Quality on Purchase Intention. The R-square values for Brand Image and Purchase Intention indicate that more than 58% of the variation in purchase intention can be explained by the model, with Product Quality as the most dominant variable. These findings indicate that the selection of the right brand ambassador and good product quality can increase consumer purchase intention through the formation of a positive brand image.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Riska Amanda | ||||||||
| Date Deposited: | 13 May 2026 04:01 | ||||||||
| Last Modified: | 13 May 2026 04:01 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51702 |
Actions (login required)
 |
View Item |