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ABSTRAK-ABDAN FADHIL AWALI-C1B018062-SKRIPSI-2022.pdf

🔗 Source: repository.unsoed.ac.id

📊 Size: 133 KB

📄 Pages: 2 pages

⬇️ Downloads: 240

Summary

The study "The Influence of South Korean Actor Kim Seon Ho as a Brand Ambassador on Brand Preference" surveyed 120 consumers of Everwhite skin care products who know Kim Seon Ho as the brand ambassador. Using Structural Equation Modeling (SEM) analysis, the results show that Kim Seon Ho has a positive effect on brand awareness and brand image, but not directly on brand preference. However, brand awareness and brand image have a positive effect on brand preference and can mediate the influence of the brand ambassador on brand preference.

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Description

The study "The Influence of South Korean Actor Kim Seon Ho as a Brand Ambassador on Brand Preference" surveyed 120 consumers of Everwhite skin care products...

Technical Information

File Format: PDF
File Size: 133 KB
Pages: 2
Language: EN
Total Downloads: 240
Last Updated: 1 week ago

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