SYARIUFUDDIN, S GASSING and WANDA, FIJAMALIA T PENGARUH BRAND AMBASSADOR ZIVA MAGNOLYA TERHADAP MINAT BELI (Survei Terhadap Kosumen Pengikut Instagram @barenbliss_id). Communication. (Unpublished)
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Abstract
Brand Ambassador is someone who represents a particular product as the main characteristic of a company and presents a good image of a product. The purpose of the study was to find out whether there is an influence of Brand Ambassador Ziva Magnolya on consumer buying interest. The theory used in this study is the theory of source credibility proposed by Hollvand, Janis and Kelley. This theory has three elements, namely, expertise, trust and attractiveness. The approach used in this study is a quantitative approach with an explanatory type of research and a survey method with a sample of 100 respondents selected using a simple random sampling technique. The data analysis techniques used are correlation tests, simple linear regression tests, coefficients of determination, and partial tests. The results of the study showed that brand ambassador Ziva Magnolya had a strong correlation with consumer buying interest, positive value and 77.5% influence on buying interest, the remaining 22.5% was influenced by other variables that were not in this study. Keywords: Brand Ambassador, Buying Interest
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | DR SYARIFUDDIN S. GASSING |
| Date Deposited: | 24 Aug 2023 13:45 |
| Last Modified: | 24 Aug 2023 13:45 |
| URI: | http://repository.upi-yai.ac.id/id/eprint/9505 |
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