PENGARUH MEDIA SOSIAL DAN BRAND AMBASSADOR (LYODRA) TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK IMPLORA PADA APLIKASI TIKTOK DI PALEMBANG

Fitrie, Fayza Nurdia (2025) PENGARUH MEDIA SOSIAL DAN BRAND AMBASSADOR (LYODRA) TERHADAP KEPUTUSAN PEMBELIAN KOSMETIK IMPLORA PADA APLIKASI TIKTOK DI PALEMBANG. Undergraduate thesis, Univesitas Katolik Musi Charitas.

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Abstract

This study examines the influence of social media and brand ambassadors on purchasing decisions for Implora cosmetics on TikTok in Palembang City. Using a quantitative method with purposive sampling, 118 respondents were analyzed through multiple linear regression. The results show that both social media and the brand ambassador (Lyodra) have a positive and significant effect on purchasing decisions. These findings highlight the importance of optimizing TikTok marketing and selecting credible brand ambassadors to enhance consumer interest and purchasing decisions.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Social media, brand ambassador, purchasing decision, TikTok
Subjects: H Social Sciences > HF Commerce
Divisions: Theses - S1 > Management Study Program
Depositing User: Fayza Nurdia Fitrie
Date Deposited: 24 Sep 2025 02:47
Last Modified: 24 Sep 2025 02:47
URI: http://eprints.ukmc.ac.id/id/eprint/14812

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