%A NIAR VIDAYANTI  VICI 
%T PENGARUH KARAKTERISTIK BRAND AMBASSADOR (VISIBILITY,
CREDIBILITY, ATTRACTION, POWER) PRILLY LATUCONSINA
TERHADAP PROSES KEPUTUSAN PEMBELIAN KONSUMEN
(Studi Pada Followers Instagram Sunscreen Azarine )

%X Penelitian ini bertujuan untuk meneliti pengaruh Brand Ambassador (VisCap)
terhadap proses keputusan Pembelian konsumen pada Followers Instagram
Sunscreen Azarine. Populasinya yaitu followers instagram
@azarinecosmeticofficial dengan sampel berjumlah 100 responden. Dari
penelitian yang telah dilakukan mendapatkan hasil bahwa variabel brand
ambassador berpengaruh positif dan signifikan terhadap proses keputusan
pembelian konsumen yang dibagi menjadi empat sub variabel visibility sebesar
34,4%, credibility sebesar 49,2%, attraction sebesar 38,3 % dan power sebesar
23,2 %. Selanjutnya secara simultan sub variabel visibibility, credibility,
attraction dan power berpengaruh dan signifikan terhadap proses keputusan
pembelian konsumen sebesar 69,4 %.
Kata kunci: Visibility, Credibility, Attraction, Power Dan Proses Keputusan

Pembelian Konsumen

ABSTRACT

INFLUENCE OF BRAND AMBASSADOR CHARACTERISTICS
(VISIBILITY, CREDIBILITY, ATTRACTION, POWER) PRILLY
LATUCONSINA REGARDING THE CONSUMER PURCHASING

DECISION PROCESS

(Study of Azarine Sunscreen Instagram Followers)

BY

VICI NIAR VIDAYANTI

This research aims to examine the influence of Brand Ambassador (VisCap) on
the consumer purchasing decision process of Azarine Sunscreen Instagram
Followers . The population is Instagram followers @azarinecosmeticofficial with
a sample of 100 respondents. From the research that has been carried out, the
results show that the brand ambassador variable has a positive and significant
effect on the consumer purchasing decision process which is divided into four
sub-variables: visibility of 34.4 %, credibility of 49.2 %, attraction of 38.3 % and
power of 23. 2 %. Furthermore, simultaneously the sub variables visibility,
credibility, attraction and power have a significant and influential effect on the
consumer purchasing decision process by 69.4 %.
Keywords: Visibility, Credibility, Attraction, Power and Consumer Purchasing

Decision Process
%C UNIVERSITAS LAMPUNG
%D 2024
%I FAKULTAS ILMU SOSIAL DAN POLITIK  
%L eprints81566