品牌大使、社会影响力和推销当地美容产品意图的市场推广

Marcella Steffi, Miharni Tjokrosaputro
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引用次数: 0

摘要

本研究旨在分析品牌大使、社会影响力和促销对本地美容护理产品购买意愿的关系。本研究以理性行为理论(TRA)为基础,概述消费者对美容产品的意向和忠诚度。通过在线问卷调查法(Google Form)对201名受访者进行数据收集,共有154名受访者符合标准。数据分析采用偏最小二乘(PLS) -结构方程模型(SEM)工具进行。本研究结果表明,品牌社会影响力和销售促进变量对因变量购买意愿有正向显著影响,而品牌大使变量对因变量购买意愿没有正向显著影响。 Penelitian ini memiliki tujuan untuk menganalis hubungan antara品牌大使,社会影响力,丹销售促进,购买意向untuk memiliki产品perawatan kecantikan本地。Penelitian ini成员,gambaran mengengeni intensi和loyalitas konsumen,产生了perawatan kcanantian local berdasaran理性行为理论(TRA)。数据杨dikumpulkan达201名回答者,采用多重方法在线调查(Google Form),总回答者杨memenuks达154名回答者。分析数据:偏最小二乘(PLS) -模型构造(SEM)。Hasil dari penelitian ini meny脉冲kan bahwa变量品牌社会影响dan销售促进memoriliki pengaruh yang正向dan显著性变量依赖于购买意愿,sedangkan变量品牌大使tidak memoriliki pengaruh yang正向dan显著性变量依赖于购买意愿。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh brand ambassador, social influence, dan sales promotion terhadap intensi pembelian produk perawatan kecantikan lokal
This study aims to analyze the relationship between brand ambassadors, social influence, and sales promotion on purchase intentions to buy local beauty care products. This study provides an overview of consumer intentions and loyalty towards beauty care products based on The Theory of Reasoned Action (TRA). Data were collected from 201 respondents through the online questionnaire survey method (Google Form) and a total of 154 respondents met the criteria. Data analysis was performed using the partial least squares (PLS) – structural equation model (SEM) tool. The results of this study conclude that the variables of brand social influence and sales promotion have a positive and significant influence on the dependent variable purchase intentions, while the brand ambassador variable does not have a positive and significant influence on the dependent variable purchase intentions. Penelitian ini memiliki tujuan untuk menganalisis hubungan antara brand ambassador, social influence, dan sales promotion terhadap purchase intentions untuk membeli produk perawatan kecantikan lokal. Penelitian ini memberikan gambaran mengenai intensi dan loyalitas konsumen terhadap produk perawatan kecantikan lokal berdasarkan The Theory of Reasoned Action (TRA). Data yang dikumpulkan dari 201 responden melalui metode survei kuesioner online (Google Form) dan total responden yang memenuhi kriteria sebanyak 154 responden. Analisis data dilakukan dengan menggunakan alat Partial Least Squares (PLS) – model persamaan struktural (SEM). Hasil dari penelitian ini menyimpulkan bahwa variabel brand social influence dan sales promotion memiliki pengaruh yang positif dan signifikan terhadap variabel dependen purchase intentions, sedangkan variabel brand ambassador tidak memiliki pengaruh yang positif dan signifikan terhadap variabel dependen purchase intentions.
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