PENGARUH BRAND AMBASSADOR HARGA, IKLAN DAN KUALITAS PRODUK TERHADAP BRAND IMAGE PADA JILBAB ZOYA BANJARMASIN

Suriani, Irma (2021) PENGARUH BRAND AMBASSADOR HARGA, IKLAN DAN KUALITAS PRODUK TERHADAP BRAND IMAGE PADA JILBAB ZOYA BANJARMASIN. Diploma thesis, Universitas Islam Kalimantan MAB.

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Abstract

Latar belakang penelitian ini adalah belum diketahuinya Pengaruh Brand Ambassador Harga, Iklan Dan Kualitas Produk Terhadap Brand Image Pada Jilbab Zoya Banjarmasin,. Rumusan masalah dalam penelitian ini adalah 1) Bagaimana Brand Ambassador harga, iklan, dan kualitas produk berpengaruh secara parsial pada Brand Image terhadap penjualan produk ZOYA Kota Banjarmasin dan bagaimana pengaruh Brand Ambassador, harga, iklan dan kualitas produk secara simultan? Metode penelitian ini menggunakan kuantitatif. Hasil penelitian menunjukkan bahwa 1) tidak ada pengaruh parsial Brand Ambassador harga terhadap penjualan produk ZOYA Kota Banjarmasin (0,067 > 0,05), 2) tidak ada pengaruh parsial iklan, dan kualitas produk berpengaruh secara parsial pada Brand Image terhadap penjualan produk ZOYA Kota Banjarmasin(0,512 > 0,05), 3) ada pengaruh parsial kualitas produk berpengaruh secara parsial pada Brand Image terhadap penjualan produk ZOYA Kota Banjarmasin (0,000 > 0,05) dan 4) ada pengaruh Brand Ambassador, harga, iklan dan kualitas produk secara simultan terhadap penjualan produk ZOYA Kota Banjarmasin (0,000 > 0,05) The background of this research is that the influence of Brand Ambassador Price, Advertising and Product Quality on Brand Image on Hijab Zoya Banjarmasin is unknown. The formulation of the problem in this research is 1) How does the Brand Ambassador's price, advertisement, and product quality partially influence the Brand Image on the sale of ZOYA products in Banjarmasin City and how do the Brand Ambassador, price, advertising and product quality influence simultaneously? This research method uses quantitative. The results showed that 1) there was no partial effect of Brand Ambassador price on sales of ZOYA products in Banjarmasin City (0.067 > 0.05), 2) there was no partial effect of advertising, and product quality had partial effect on Brand Image on sales of ZOYA products in Banjarmasin City. (0.512 > 0.05), 3) there is a partial effect of product quality partially affecting Brand Image on product sales of ZOYA Banjarmasin City (0.000 > 0.05) and 4) there is a simultaneous influence of Brand Ambassador, price, advertising and product quality to sales of ZOYA products in Banjarmasin City (0.000 > 0.05)

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Brand Ambassador Harga, Iklan, Kualitas Produk,Brand Image Brand Ambassador Harga, Iklan, Kualitas Produk,Brand Image Kata kunci: Brand Ambassador Harga, Iklan, Kualitas Produk,Brand Image
Subjects: H Social Sciences > HB Economic Theory
Depositing User: Irma Suriani
Date Deposited: 30 Aug 2021 02:27
Last Modified: 30 Aug 2021 02:27
URI: http://eprints.uniska-bjm.ac.id/id/eprint/7092

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