PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MASKER WAJAH MUSTIKA RATU PADA MASYARAKAT KOTA PALEMBANG

ULANDARI, MELI and Putri, Yulia Hamdaini (2025) PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MASKER WAJAH MUSTIKA RATU PADA MASYARAKAT KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

Preview	Image RAMA_61201_01011282126065_Cover.jpg - Cover Image Available under License Creative Commons Public Domain Dedication. Download (418kB) | Preview
	Text RAMA_61201_01011282126065.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (7MB) | Request a copy
	Text RAMA_61201_01011282126065_TURNITIN.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (8MB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_01_front_ref.pdf - Accepted Version Available under License Creative Commons Public Domain Dedication. Download (1MB)
	Text RAMA_61201_01011282126065_0004078503_02.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (4MB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_03.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (180kB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_04.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (474kB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_05.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (49kB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_06_REF.pdf - Bibliography Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (193kB) | Request a copy
	Text RAMA_61201_01011282126065_0004078503_07_LAMP.pdf - Accepted Version Restricted to Repository staff only Available under License Creative Commons Public Domain Dedication. Download (1MB) | Request a copy

Abstract

This research analyzed the influence of Brand Ambassador and Brand Image on purchasing Mustika Ratu face masks in Palembang City. The research showed the decline of the Mustika Ratu facial mask index over the last four years (2021-2024), even though the skincare industry in Indonesia has experienced significant growth. This research used a quantitative method with a purposive sampling technique, involving 100 respondents who had purchased Mustika Ratu face masks in Palembang City. Data was collected through an online questionnaire and analyzed using multiple linear regression. The research results showed that Brand Ambassador influence purchasing decisions, while Brand Image has no influence. Simultaneously, the two variables influence purchasing decisions with a contribution of 25.7%. These findings implied that companies should focus their marketing strategies on strengthening the role of Brand Ambassador through various media platforms while maintaining Brand Image as a supporting element in the overall marketing strategy.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Meli Ulandari
Date Deposited:	13 Mar 2025 02:19
Last Modified:	13 Mar 2025 02:19
URI:	http://repository.unsri.ac.id/id/eprint/168486

Actions (login required)

View Item