PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW (Studi pada Konsumen MS Glow di Ilir Barat I Palembang)

CARISSA, DITA and Nofiawaty, Nofiawaty and Iisnawati, Iisnawati (2023) PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE MS GLOW (Studi pada Konsumen MS Glow di Ilir Barat I Palembang). Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador terhadap keputusan pembelian produk skincare MS Glow baik secara simultan maupun parsial. Penelitian ini merupakan penelitian kuantitatif menggunakan data primer yang diperoleh dari penyebaran kuesioner terhadap 100 responden. Teknik sampling dalam penelitian ini adalah teknik purposive sampling. Teknik analisis yang digunakan dalam penelitian in adalah uji F, uji T, regresi linear berganda dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa brand ambassador memiliki pengaruh yang signifikan secara simultan dan parsial terhadap keputusan pembelian konsumen MS Glow di Ilir Barat I Palembang. Hasil regresi linear berganda menunjukkan bahwa Visibility memiliki pengaruh paling dominan terhadap keputusan pembelian konsumen. This research aims to determine the influence of brand ambassadors on purchasing MS Glow skincare products, both simultaneously and partially. This research is quantitative research using primary data obtained from distributing questionnaires to 100 respondents. The sampling technique in this research is a purposive sampling technique. The analysis techniques used in this research are the F test, T test, multiple linear regression and coefficient of determination. The results of this research shows that brand ambassadors have a significant simultaneous and partial influence on purchasing decisions of MS Glow costumers in Ilir Barat I Palembang. The results of multiple linear regression show that visibility has the most dominant influence on costumer's purchasing decisions.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Keputusan Pembelian Brand Ambassador, Purchasing Decisions
Subjects:	H Social Sciences > HF Commerce > HF1-6182 Commerce H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives H Social Sciences > HM Sociology > HM1176-1281 Social influence. Social pressure
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Dita Carissa
Date Deposited:	30 Nov 2023 03:46
Last Modified:	30 Nov 2023 03:46
URI:	http://repository.unsri.ac.id/id/eprint/131529

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