PENGARUH BRAND AMBASSADOR DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE LOKAL

Fhatiyah, Nurul (2023) PENGARUH BRAND AMBASSADOR DAN COUNTRY OF ORIGIN TERHADAP KEPUTUSAN PEMBELIAN SKINCARE LOKAL. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to prove the influence of brand ambassadors and country of origin on purchasing decisions for local skincare products. The population studied in this study were local skincare consumers (Ms Glow, Scarlet, Something). The sample used was 125 respondents. The sampling technique uses a non-probability sampling technique with a purposive sampling approach. The data analysis technique used in this research is validity test, reliability test, classical assumption test, multiple regression analysis, and hypothesis test 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 local skincare purchasing decisions. The country of origin of variable has a positive and significant effect on the decision to purchase local skincare. Keywords: Brand Ambassador, Country of Origin, Purchase Decision.

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