Pengaruh Brand Ambasador, Brand Image, Brand Tust, dan E-Wom terhadap Purchase Intention Produk Skincare Avoskin (Studi pada Pengguna Skincare Avoskin di Surabaya)

Authors

  • Siti Safinatun Naja Universitas 17 Agustus 1945 Surabaya, Indonesia
  • Endah Budiarti Universitas 17 Agustus 1945 Surabaya, Indonesia

DOI:

https://doi.org/10.31004/jptam.v8i1.13330

Keywords:

Brand Ambasador, Brand Image, Brand Trust, E-Wom, Purchase Intention

Abstract

Penelitian ini dimaksudkan untuk mengevaluasi dampak brand ambassador, brand image, brand trust, dan e-wom terhadap purchase intention produk skincare Avoskin. Jenis penelitian ini bersifat kuantitatif, melibatkan populasi seluruh pengguna atau individu yang pernah menggunakan produk skincare Avoskin, dengan jumlah sampel sebanyak 100 responden. Variabel brand ambassador mempunyai pengaruh yang cukup besar (sinifikan) menurut temuan penelitian terhadap purchase intention produk skincare Avoskin, begitu juga dengan brand image, brand image, dan e-wom, yang semuanya berdampak secara signifikan terhadap purchase intention produk skincare Avoskin.

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Published

29-01-2024

How to Cite

Naja, S. S., & Budiarti, E. (2024). Pengaruh Brand Ambasador, Brand Image, Brand Tust, dan E-Wom terhadap Purchase Intention Produk Skincare Avoskin (Studi pada Pengguna Skincare Avoskin di Surabaya). Jurnal Pendidikan Tambusai, 8(1), 6093–6104. https://doi.org/10.31004/jptam.v8i1.13330

Issue

Vol. 8 No. 1 (2024): April 2024

Section

Articles of Research

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