Tesa, Aprilia (2024) SKRIPSI: Pengaruh Harga, e-Wom, Brand Ambassador terhadap Keputusan Pembelian Sunscreen Azarine pada Masyarakat di Daerah Istimewa Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.
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Abstract
This research aims to determine the influence of price, e-WOM, brand ambassador on the decision to purchase Azarine sunscreen in the people of the Special Region of Yogyakarta. The population in this study were people who had purchased Azarine sunscreen products at least once in the Special Region of Yogyakarta. The sample in this study was 85 samples. The data collection technique used in this research was a questionnaire with Likert scale measurements and used a purposive sampling technique. The research results show: 1) Price has a positive effect on purchasing decisions. 2) e-WOM has no effect on purchasing decision. 3) Brand Ambassador has a positive effect on purchasing decisions.
| 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: | 07 Jun 2024 03:38 |
| Last Modified: | 07 Jun 2024 03:38 |
| URI: | http://repository.stimykpn.ac.id/id/eprint/545 |
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