SKRIPSI: Pengaruh Elektronic Word of Mouth, Brand Ambasador, dan Citra Merek terhadap Keputusan Pembelian Produk Skincare Sabun Cuci Muka Garnier di Yogyakarta

Cindy Mega, Angelica (2023) SKRIPSI: Pengaruh Elektronic Word of Mouth, Brand Ambasador, dan Citra Merek terhadap Keputusan Pembelian Produk Skincare Sabun Cuci Muka Garnier di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of electronic word of mouth, brand ambassadors, and brand image on purchasing decisions for skincare products, Garnier face wash in Yogyakarta. In this study using quantitative methods. The type of data used is primary data obtained by distributing questionnaires to 120 respondents. The sampling technique uses non-probability sampling with purposive sampling method. Data analysis technique was performed using multiple linear regression analysis. The results of the study stated that the variables of electronic word of mouth, brand ambassadors, and brand image had a positive and significant effect on purchasing decisions. In this study, it has an Adjusted R2 value of 0.505 which indicates that the electronic word of mouth, brand ambassador, and brand image variables have a 50.5% influence on purchasing decisions, while the remaining 49.5% is influenced by other variables that are not included in this research.

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