Pengaruh Penggunaan Male Brand Ambassador Terhadap Brand Image Pada Produk Conditioner Pantene

Novrianti, Fani (2023) Pengaruh Penggunaan Male Brand Ambassador Terhadap Brand Image Pada Produk Conditioner Pantene. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

ABSTRACT This study aims to examine the effect of using a Male Brand Ambassador on Brand Image in Pantene conditioner products. The sample used in this study was purposive sampling technique, and the number of samples in this study was 100 respondents. The data used is primary data. The data analysis technique used is the validity test, reliability test, classic assumption test, multiple linear regression analysis, t test and the coefficient of determination. The results of this test state that the variables Visibility, Credibility and Power have a positive and significant effect, while the Attraction variable has a negative and not significant effect on the brand image of Pantene product conditioners.

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