Sefri, Aisatul Khofifah (2023) SKRIPSI: Pengaruh Kualitas Produk, Citra Merek dan Brand Ambassador terhadap Keputusan Pembelian Produk Hand and Body Lotion Vaseline. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This study aims to analyze the Influence of Product Quality, Brand Image and Brand Ambassador on Purchasing Decisions of Vaseline Hand and Body Lotion Products". The sampling technique in this study used non-probability sampling techniques with a total of 100 respondents. Data analysis using multiple linear regression analysis using IBM SPSS Statistics 26 Program. The results showed that Product Quality had a positive effect on the purchase decision of vaseline hand and body lotion products, Brand Image did not have a positive effect on the purchase decision of vaseline hand and body lotion products, and Brand Ambassador had a positive effect on the purchase decision of vaseline hand and body lotion products.
| 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: | 11 Jan 2024 06:48 |
| Last Modified: | 11 Jan 2024 06:48 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/505 |
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