Ayu, Grais Helen Prisma (2023) Pengaruh Brand Ambassador Korean Star Dan Brand Image Terhadap Minat Beli Produk Skincare Scarlett Whitening (Studi Kasus Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi Dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the relationship partially and simultaneously with Korean StarBrand Ambassador and Brand Image variables on the intention to buy skincare scarlettwhitening products and between the two independent variables which have a dominantinfluence on purchase intention. The population in this study was 9,223 students at theMerdeka University of Malang using the solvin formula which resulted in a sample of 99respondents. The sampling technique uses simple random sampling, namely samplingfrom a population that has been determined by accident without regard to the strata in thatpopulation. From the output of SPSS version 26.0. the multiple linear regression equationyields Y= 2.349 + 0.419X1 + 0.677X2 + e. The results of this study indicate that the KoreanStar Brand Ambassador and Brand Image variables simultaneously and influence theintention to buy skincare scarlett whitening products and the value of Fcount > Ftable(2771.775 > 1.98525). The result of the coefficient value (Adjusted R Square) is 0.847which indicates that the Korean Star Brand Ambassador and Brand Image variables areable to contribute 84.7% and 15.3% are influenced by other variables outside the researchvariables. The variable that has the dominant effect is the Brand Image variable becausethe t-count value of Brand Ambassador is 3.942 while Brand Image is 6.080

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