SKRIPSI: Pengaruh Brand Ambassador, Brand Image, dan Country of Origin terhadap Keputusan Pembelian Produk Scarlett

CAHYANI, Amanda Placidia (2024) SKRIPSI: Pengaruh Brand Ambassador, Brand Image, dan Country of Origin terhadap Keputusan Pembelian Produk Scarlett. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of brand ambassador, brand, image, and country of origin on purchasing decision for Scarlett product. The data collection method used is by giving online questionnaires to 165 respondents. Respondent criterias are Indonesian woman aged at least 17 years old, have seen Scarlett promotions carried out by EXO, and have purchased Scarlett product. The sampling technique used purposive sampling and the data analysis technique used multiple linear regression. While the basic assumption test used normality test and classical assumption test used multicolinearity test and heteroscedasticity test. The results of this study indicate that brand ambassador do not have effect on purchasing decision for Scarlett product. Meanwhile, brand image and country of origin have positive and significant effect on purchasing decision for Scarlett product.

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