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All Journal Jurnal Promosi Pendidikan Ekonomi Kanal : Jurnal Ilmu Komunikasi Jurnal Manajemen dan Bisnis Indonesia JBMP (Jurnal Bisnis, Manajemen dan Perbankan) Journal of Economic, Bussines and Accounting (COSTING) EKONOMIS : Journal of Economics and Business JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Journal of Economic, Management, Accounting and Technology (JEMATech) PengabdianMu: Jurnal Ilmiah Pengabdian kepada Masyarakat JESI (Jurnal Ekonomi Syariah Indonesia) JURAKUNMAN (JURNAL AKUNTANSI DAN MANAJEMEN) Jutisi: Jurnal Ilmiah Teknik Informatika dan Sistem Informasi KOLOKIUM: Jurnal Pendidikan Luar Sekolah International Journal of Economics Development Research (IJEDR) Jurnal E-Bis: Ekonomi Bisnis Jurnal Darma Agung JURNAL MANAJEMEN DAN BISNIS EQUILIBRIUM Belantika Pendidikan Academia Open Benchmark Surplus: Jurnal Riset Mahasiswa Ekonomi, Manajemen, dan Akuntansi Procedia of Social Sciences and Humanities Dedikasi: Jurnal Pengabdian Kepada Masyarakat Populer: Jurnal Penelitian Mahasiswa Manajemen Kreatif Jurnal Jurnal Ekonomi Kreatif dan Manajemen Bisnis Digital (JEKOMBITAL) Journal of Multiperspectives on Accounting Literature Transparan JSCS JAIDE Journal of Economics and Economic Policy IECON: International Economics and Business Conference Proceeding of International Conference on Social Science and Humanity
Mochamad Rizal Yulianto
Universitas Muhammadiyah Sidoarjo
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Journal : JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi)

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PERAN BRAND AMBASSADOR, BRAND AWARENESS DAN CUSTOMER TRUST TERHADAP MINAT BELI WARDAH Jannah, Hayyu Nur; Yulianto, Mochamad Rizal; Sari, Dewi Komala
JIMFE (Jurnal Ilmiah Manajemen Fakultas Ekonomi) Vol 10, No 2 (2024): Vol 10, No. 2 (2024)
Publisher : Universitas Pakuan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.34203/jimfe.v10i2.10852

Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui peran brand ambassador, brand awareness, dan customer trust terhadap minat beli Skincare Wardah pada konsumen di Sidoarjo. Populasi yang terlibat pada penelitian ini yakni konsumen di Sidoarjo yang pernah melakukan pembelian Produk Wardah minimal satu kali pembelian. Sampel yang digunakan dalam penelitian ini sebanyak 100 orang. Metode penelitian ini menggunakan analisis deskriptif dengan pendekatan kuantitatif. Data primer di peroleh dengan membagikan link kuensioner dengan menggunakan Google Form. Teknik analisis data menggunakan Partial Least Square. Hasil penelitian ini menunjukkan bahwa brand ambassador, brand awareness dan customer trust berpengaruh positif dan signifikan terhadap minat beli. Temuan penelitian ini memiliki beberapa implikasi penting, diharapkan Wardah mampu mengembangkan strategi pemasaran melalui brand ambassador terutama pada reputasi yang dimiliki oleh brand ambassador Wardah karena mampu meningkatkan minat beli konsumen, membangun brand awareness yang kuat, serta menjaga kepercayaan konsumen melalui perilaku atau kebiasaan penjual dalam menjual produk. ABSTRACT This research aims to determine the role of brand ambassadors, brand awareness, and customer trust in consumers' interest in purchasing Wardah Skincare in Sidoarjo. The population involved in this research comprises consumers in Sidoarjo who have purchased Wardah products at least once. The sample used in this research was 100 people. This research method uses descriptive analysis with a quantitative approach. Primary data was obtained by sharing the questionnaire link using Google Forms. The data analysis technique uses Partial Least Square. This research shows that brand ambassadorship, brand awareness, and customer trust positively and significantly affect purchasing interest. The findings of this research have several important implications. It is hoped that Wardah will be able to develop marketing strategies through brand ambassadors, especially on the reputation of Wardah brand ambassadors because they can increase consumer buying interest, build strong brand awareness, and maintain consumer trust through seller behavior or habits in selling. product.
Co-Authors AA Sudharmawan, AA Ahmed, Zuhal Yussi Almanfaluti, Istian Kriya Almanfaluti, Istian Kriya Alshaf Pebrianggara Alshaf Pebrianggara As’at Rizal Bayu Hari Prasojo Citrawati, Fonny Dwi Darmawan Kusuma Wardana, Mahardika Dewi Komala Sari Dwi Nurita Dyah Renita Setyaningayu Eka Febrianto EKA RATNA SARI Errinda Ayu Dwi Pramesti Fadila Putri Aisya Ramadhini Fahruddin, Redhi Fajar Muharram Febrianti, Nila Osama Fitria Nur Hasanah Fitriani Fitriani Haniifah, Sherliy Putri Hendri Rahman Susetyo Heri Widodo Heri Yanto Herlinda Maya Kumala Sari Hidayatulloh Hidayatulloh Humroh, Faizatul Imawati , Angraini Putri Imawati, Angraini Putri Jannah, Hayyu Nur KHOIRUN NISA Kumara Adji Kusuma Lidya Agustin T. Lilik Indayani Maharani, Febi Putri Mekarsari, Dafita Wahyu Misti Hariasih Mochamad Nashrullah Mochamad Nashrullah Mubarok, Akhmad Nur Muhammad Irfan Jazuli Naily Fitria Faroha Navaro, Muhammad Saddam Ningdiyah, Endra Wahyu Nurasik Nurasik, Nurasik Octafehili, Dwi Nur Oetarjo, Mas Poppy Febriana Prameswari, Amanda Tiara pratiwi, rossy Pujianto , Wahyu Eko Putra Agung, Marcello Dicaprio Rahmadani, Diah Rahmania Sri Untari Rakhmat Auliya Hidayat Rita Ambarwati Sukmono Rizky Eka Febriansah Rokhmah, Farida Ronny Ronny Rosyihin, Farih Ayu Mukhoirotin Sirojul Umma Sari, Dewi Komala Sari, Eka Ratna Sarwenda Biduri Setiyono, Wisnu Panggah Sri Mukhodim Faridah Hanum Sumarno Sumarno Sumarno Sumartik Sumartik Sumartik Supardi Supardi Supardi Suyogo, Muhammad Wahyu Eko Pujianto Wai, Khoong Tai Widowati, Hesty Widyasmara, Bunga Aulia Wisnu Panggah Setyono Zahrotul Maftuhkin Zahrotul Maftuhkin Zulfani Anggraini