PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE LOKAL

Apriliya, Winda (2024) PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK SKINCARE LOKAL. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study is to examine the effect of Brand Ambassador and Brand Image on Purchasing Decisions on Local Skincare Products. The population studied in this study were consumers who followed local skincare social media accounts (Somethinc, Scarlett, Ms Glow). The sample used was 125 respondents. The sampling technique used non-probability sampling techniques with a purposive sampling approach. The data analysis techniques used in this study are validity test, reliability test, classical assumption test, multiple regression analysis and hypothesis testing consisting of t test and coefficient of determination. The results of this study state that the brand ambassador variable has a positive and significant effect on purchasing decisions on local skincare products. Brand image variables have a positive and significant effect on purchasing decisions on local skincare products.

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