The Influence of Social Media Orientation, Brand Image, and Endorsement on the Purchase Decision of Scarlett Product in West Sumatra

Annisa, Annisa (2023) The Influence of Social Media Orientation, Brand Image, and Endorsement on the Purchase Decision of Scarlett Product in West Sumatra. Diploma thesis, Universitas Andalas.

[img] Text (Cover dan Abstrak)
1810523020_ANNISA COVER DAN ABSTRAK.pdf - Published Version
Download (148kB)
[img] Text (Bab 1 Pendahuluan)
1810523020_ANNISA BAB 1 PENDAHULUAN.pdf - Published Version
Download (635kB)
[img] Text (BAB 5 PENUTUP)
1810523020_ANNISA BAB AKHIR.pdf - Published Version
Download (132kB)
[img] Text (DAFTAR PUSTAKA)
1810523020_ANNISA DAFTAR PUSTAKA.pdf - Published Version
Download (158kB)
[img] Text (FULL SKRIPSI)
1810523020_ANNISA FULL SKRIPSI.pdf - Published Version
Restricted to Repository staff only
Download (2MB)

Abstract

Marketing strategy must begin with understanding the needs and desires of consumers for a product or service. An understanding of this can lead to the purchase decision. Currently, consumers have diverse wants and need to fulfill their lifestyle so consumers have a high interest in choosing a brand, they tend to choose brands that can symbolize aspects of personality, appearance, and position and describe their self-esteem so that they make consumption of goods luxury continues to increase. This study aims to explore the influence of Social Media Orientation, Brand Image and Endorsement on the Purchase Decision of Scarlett Product in West Sumatra . This study applied quantitative method with online survey technique. In this study, the questionnaire was administered to 180 samples of Scarlett Product user in West Sumatra. The study using SmartPLS 4.0.8.4 for data analysis. This study found that Social Media Orientation has a positive influence on the Purchase Decision, Brand Image has a positive influence on the Purchase Decision, Endorsement has a positive influence on the Purchase Decision, and Endorsement has a negative influence on the Purchase Decision,

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: s1 manajemen internasional
Date Deposited: 16 Feb 2023 08:30
Last Modified: 16 Feb 2023 08:30
URI: http://scholar.unand.ac.id/id/eprint/123325

Actions (login required)

View Item View Item
eSkripsi Universitas Andalas is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.