PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MUSTIKA RATU (STUDI PADA MAHASISWI UNIVERSITAS SRIWJAYA)

FADILA, DEWI and Wahab, Zakaria and Isnurhadi, Isnurhadi (2021) PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PRODUK MUSTIKA RATU (STUDI PADA MAHASISWI UNIVERSITAS SRIWJAYA). Master thesis, Srwijaya University.

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Abstract

The main purpose of this study was to determine the effect of brand image, brand ambassador, and product quality on purchasing decisions for Mustika Ratu products. The population in this study were all Sriwijaya University students who used Mustika Ratu products. The sample in this study was 100 people obtained through purposive sampling technique. The data collection method used a questionnaire distributed to all consumers and the data was processed using multiple linear regression analysis. The results of multiple linear analysis show that the variables of brand image, brand ambassador, and product quality have a significant effect on purchasing decisions. This research has implications for companies in making policies and formulating strategies. Several strategies that can be developed by the company are maintaining a good brand image in consumer perception, using brand ambassadors (Putri Indonesia and celebrity influencers) to promote products, and continuing to innovate to improve product quality and quality.

Item Type: Thesis (Master)
Uncontrolled Keywords: Brand Image, Brand Ambassador, Product Quality, Purchase Decision
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD2321-4730.9 Industry
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HD Industries. Land use. Labor > HD62.2-62.8 Management of special enterprises
Divisions: 01-Faculty of Economics > 61101-Management Business and Administration (S2)
Depositing User: DEWI FADILA
Date Deposited: 25 Aug 2021 08:03
Last Modified: 25 Aug 2021 08:03
URI: http://repository.unsri.ac.id/id/eprint/52682

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