Fayruz, Hana (2024) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING (Studi Pada Mahasiswi Universitas Muhammadiyah Purwokerto). S1 thesis, UNIVERSITAS MUHAMMADIYAH PURWOKERTO.
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Abstract
The purpose of this study was to determine the effect of brand ambassadors, brand
image, and electronic word of mouth on purchasing decisions for Scarlett
Whitening products. The sample selection in this study used quota sampling. The
sample of this study was 110 respondents. The research method in this study is
multiple linear regression tests. Based on the results of the study, shows that
partially the brand ambassador, brand image and electronic word-of-mouth
variables have a positive and significant effect on purchasing decisions.
| Dosen Pembimbing: | HIDAYAH, ARINI | nidn0618047703 |
|---|---|
| Item Type: | Tugas Akhir Mahasiswa (S1) |
| Uncontrolled Keywords: | Brand Ambassador, Brand Image, Electronic Word of Mouth, Purchase Decision |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen S1 |
| Depositing User: | Nur Hardiansyah |
| Date Deposited: | 28 Mar 2024 07:40 |
| Last Modified: | 28 Mar 2024 07:40 |
| URI: | http://repository.ump.ac.id/id/eprint/16745 |
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