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PENGARUH EFEKTIVITAS IKLAN DAN BRAND AMBASSADOR TERHADAP MINAT BELI AIR MINUM DALAM KEMASAN (AMDK) PRODUK LE MINERALE PADA MASYARAKAT KOTA PALEMBANG (EDISI IKLAN "PILIH SEHAT, PILIH LE MINERALE")

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Penilaian

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This study aims to test and explain the effect of advertising effectiveness and brand ambassadors on purchasing interest in Le Minerale products. This study uses a quantitative approach with a survey method. Data collection techniques are carried out by distributing questionnaires with a Likert Scale. Data were obtained by distributing questionnaires to respondents from the Palembang City community as many as 100 people. Furthermore, it was analyzed using the Structural Equation Model - Partial Least Square (SEM PLS) which was processed through the SmartPLS 4 application. The results of this study indicate that advertising effectiveness has a positive and significant effect on purchasing interest with a path coefficient value of 0.358, a p-value of 0.006, and a t-statistic of 2.734. Brand Ambassador has a positive and significant effect on purchasing interest with a path coefficient value of 0.465, a p-value of 0.000, and a t-statistic of 3.525. And the effectiveness of advertising and brand ambassadors simultaneously has an effect on purchasing decisions, namely 0.580 or 58%

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507002832	T171504	T1715042025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1715042025

Publisher

: Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sriwijaya., 2025

Collation

x, 72 hlm.: Ilus., tab.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.207

Content Type

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Media Type

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Carrier Type

-

Edition

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Subject(s)

Komunikasi

Specific Detail Info

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Statement of Responsibility

EM

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