SKRIPSI: Pengaruh Kualitas Produk, Brand Ambassador, Word of Mouth, dan Sosial Media Marketing terhadap Keputusan Pembelian Produk Implora di Yogyakarta

SUKMA, Mega Rubiyanti (2024) SKRIPSI: Pengaruh Kualitas Produk, Brand Ambassador, Word of Mouth, dan Sosial Media Marketing terhadap Keputusan Pembelian Produk Implora di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of Product Quality, Brand Ambassador, Word of Mouth, and Social Media Marketing on purchasing decisions for Implora Lip Cream in Yogyakarta. Using a quantitative approach with primary data from questionnaires and secondary data from the literature, this research found that all of these independent variables had a positive effect on purchasing decisions. Data analysis using SPSS 26 shows that Product Quality, Brand Ambassador, Word of Mouth, and Social Media Marketing significantly influence purchasing decisions with a contribution of 90.4%, while 9.6% is influenced by other factors.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HC1 Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
Divisions:	STIM YKPN Yogyakarta > Manajemen
Depositing User:	Subhan Harish Munawar
Date Deposited:	27 Dec 2024 03:38
Last Modified:	27 Dec 2024 03:38
URI:	http://repository.stimykpn.ac.id/id/eprint/598

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