Pengaruh Brand Ambassador Marshel Widianto, dan Brand Image Terhadap Keputusan Pembelian Produk MS Glow

Ryandi, Vicky (2024) Pengaruh Brand Ambassador Marshel Widianto, dan Brand Image Terhadap Keputusan Pembelian Produk MS Glow. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This research aims to determine the influence of brand ambassador Marshel Widianto and brand image on purchasing decisions for MS Glow products. The variables used in this research are brand ambassador Marshel Widianto, brand image and purchasing decisions for MS Glow products. The data used is primary. The population in this study were all people who met the research criteria. The sampling technique used was the purposive sampling method and 100 respondents were obtained according to the research criteria. Hypothesis testing was carried out using multiple linear regression analysis. The research results obtained show that brand ambassador Marshel Widianto has a positive and significant influence on the decision to purchase MS Glow products, and brand image has a positive and significant influence on the decision to purchase MS Glow products

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