SKRIPSI: Pengaruh Brand Ambassador, E-Wom, dan Brand Image terhadap Keputusan Pembelian Skincare Ms Glow

Riska, Agustina (2022) SKRIPSI: Pengaruh Brand Ambassador, E-Wom, dan Brand Image terhadap Keputusan Pembelian Skincare Ms Glow. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of brand ambassadors, e-wom, and brand image on purchasing decisions of MS Glow skincare. This research uses quantitative methods. The type of data used in this study is primary data obtained by distributing questionnaires to 160 respondents. The sampling technique used is purposive sampling. The data analysis technique was carried out using multiple linear regression analysis. The results showed that brand ambassadors had a positive effect on purchasing decisions, e-wom had a positive effect on purchasing decisions, and brand image had no effect on purchasing decisions. adjusted R square of 0.454 indicates that the brand ambassador, e-wom, and brand image variables contribute 45,4% of the influence on the purchasing decision variables, while the remaining 54.6% is explained by other variables not included in this study.

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