Clarrisa, Clarasita (2023) SKRIPSI: Pengaruh Brand Ambassador, Citra Merek, dan Kualitas Produk terhadap Minat Beli Produk Skincare Whitelab. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to determine the influence of brand ambassadors, brand image, and product quality on the intention to buy Whitelab products. The population in this study were women aged at least 17 years who live in Klaten or Yogyakarta and knew the Whitelab brand or product using the non-probability sampling method using the saturated sample technique. The number of respondents in this study were 75 people with data collection techniques using questionnaires. Methods of data analysis using the t test (partial test), multiple linear regression analysis, F test (simultaneous test), and the coefficient of determination using the SPSS 25 program. Based on the results of data analysis, it can be concluded that brand ambassadors and product quality has a positive and significant effect while brand image has a negative and significant effect.
| Item Type: | Thesis (Masters) |
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| Subjects: | H Social Sciences > HC1 Economic Theory H Social Sciences > HF Commerce |
| Divisions: | STIM YKPN Yogyakarta > Manajemen |
| Depositing User: | Subhan Harish Munawar |
| Date Deposited: | 06 Dec 2023 04:09 |
| Last Modified: | 06 Dec 2023 04:09 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/478 |
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