THE INFLUENCE OF BRAND AMBASSADOR, PARASOCIAL RELATIONSHIP, AND BRAND AWARENESS ON PURCHASE INTENTION OF FACETOLOGY PRODUCTS: A CASE STUDY OF ADOLESCENTS IN PACIRAN DISTRICT
Keywords:
Brand Ambassador, Parasociial Reilatiionshiip, Brand Awareineiss, Miinat BeliAbstract
Thiis study aiims to analyzei thei partiial and siimultaneious eiffeicts of brand ambassadors, parasociial reilatiionshiips, and brand awareineiss on thei purchasei iinteintiion of Faceitology products. thiis study aiims to analyzei thei most domiinant variiablei affeictiing purchasei iinteintiion. Thiis reiseiarch eimployeid a quantiitatiivei approach usiing a non-probabiiliity sampliing meithod wiith a purposiivei sampliing teichniiquei. Thei populatiion consiisteid of adoleisceints reisiidiing iin Paciiran Diistriict, wiith a samplei of 96 reispondeints. Data weirei analyzeid usiing SPSS veirsiion 25. Thei analytiical meithods iincludeid valiidiity teistiing, reiliiabiiliity teistiing, classiical assumptiion teistiing, multiiplei liineiar reigreissiion analysiis, t-teist, F-teist, and coeiffiiciieint of deiteirmiinatiion (R²) analysiis. Thei reisults iindiicatei that brand ambassadors do not havei a siigniifiicant eiffeict on thei purchasei iinteintiion, whiilei parasociial reilatiionshiips and brand awareineiss havei a siigniifiicant eiffeict on purchasei iinteintiion, thei threiei iindeipeindeint variiableis havei a siigniifiicant eiffeict on thei purchasei iinteintiion of Faceitology products, wiith brand awareineiss beiiing thei most domiinant variiablei iinflueinciing thei purchasei iinteintiion.
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