PENGARUH BRAND AMBASSADOR, KUALITAS PRODUK DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO

Rifky Ardhian Taqwa, . (2025) PENGARUH BRAND AMBASSADOR, KUALITAS PRODUK DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK ERIGO. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

	Text ABSTRAK.pdf Download (199kB)
	Text AWAL.pdf Download (870kB)
	Text BAB 1.pdf Restricted to Repository UPNVJ Only Download (519kB)
	Text BAB 2.pdf Restricted to Repository UPNVJ Only Download (451kB)
	Text BAB 3.pdf Restricted to Repository UPNVJ Only Download (556kB)
	Text BAB 4.pdf Restricted to Repository UPNVJ Only Download (579kB)
	Text BAB 5.pdf Download (271kB)
	Text DAFTAR PUSTAKA.pdf Download (300kB)
	Text RIWAYAT HIDUP.pdf Restricted to Repository UPNVJ Only Download (166kB)
	Text LAMPIRAN.pdf Restricted to Repository UPNVJ Only Download (1MB)
	Text HASIL PLAGIARISME.pdf Restricted to Repository staff only Download (15MB)
	Text ARTIKEL KI.pdf Restricted to Repository staff only Download (716kB)

Abstract

This study aims to analyze the influence of Brand Ambassador, Product Quality, and Electronic Word of Mouth (e-WOM) on purchasing decisions of Erigo products in the DKI Jakarta area. A quantitative approach was employed, using questionnaires distributed to 112 respondents who had purchased Erigo products. The findings indicate that all three independent variables affect purchasing decisions, although their impacts vary in intensity. The use of celebrities as Brand Ambassadors can enhance purchase decision but may also cause negative effects in cases of public controversy. Furthermore, product quality and electronic consumer reviews (e-WOM) are proven to be significant factors influencing purchase decisions. This research also highlights inconsistencies in previous studies, underlining the importance of consumer context and segmentation in marketing strategies. The study is expected to contribute both theoretically and practically to the development of marketing strategies for local fashion brands.

Item Type:	Thesis (Skripsi)
Additional Information:	[No. Panggil: 2110111123] [Pembimbing: Nobelson] [Penguji 1: Miguna Astuti] [Penguji 2: Diana Triwardhani]
Uncontrolled Keywords:	Brand Ambassador, Product Quality, Electronic Word of Mouth, Purchase Decision
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User:	RIFKY ARDHIAN TAQWA
Date Deposited:	15 Aug 2025 08:48
Last Modified:	15 Aug 2025 08:48
URI:	http://repository.upnvj.ac.id/id/eprint/37961

Actions (login required)

View Item