PENGARUH BRAND AMBASSADOR, CITRA MEREK DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW DI JAKARTA SELATAN

Agyandra Reyhan Handayana, . (2024) PENGARUH BRAND AMBASSADOR, CITRA MEREK DAN EWOM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW DI JAKARTA SELATAN. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research is a quantitative study which aims to find out, prove and analyze the influence of brand ambassadors, brand image, eWOM and purchasing decisions for MS Glow skincare products in South Jakarta. The population used in this research were consumers of MS Glow skincare products in South Jakarta. Next, the sample obtained was 100 respondents and the data was collected via Google Form in the form of a questionnaire. In this research, purposive sampling technique was used with descriptive analysis and inferential analysis. Next, the data is processed using an application called Smart PLS 4.0. So, data processing obtained the results that (1) brand ambassadors had no influence on the decision to purchase MS Glow skincare in South Jakarta (2) brand image had an influence on the decision to purchase MS Glow skincare in South Jakarta (3) ewom had an influence on the decision to purchase MS skincare Glow in South Jakarta.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1910111246] [Pembimbing: Rosali Sembiring Colia] [Penguji 1: Yuliniar] [Penguji 2: Pusporini]
Uncontrolled Keywords: Brand Ambassador, Brand Image, EWOM, Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1)
Depositing User: Agyandra Reyhan Handayana
Date Deposited: 20 Mar 2024 02:12
Last Modified: 20 Mar 2024 02:12
URI: http://repository.upnvj.ac.id/id/eprint/27857

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