Pengaruh Visibility, Credibility, Attraction dan Power Dari Nikita Mirzani Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk Skincare Bening's Clinic Di E-Commerce

Yanti, Desma (2025) Pengaruh Visibility, Credibility, Attraction dan Power Dari Nikita Mirzani Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk Skincare Bening's Clinic Di E-Commerce. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine the effect of visibility, credibility, attractiveness and strength of Nikita Mirzani as the Brand ambassador of Bening Clinic on the purchasing decision of Bening Clinic skin care products on e-commerce. The sample in this study amounted to 118 respondents using the purposive sampling method. Data analysis techniques used in this study include descriptive statistics, validity tests, reliability tests, classical assumption tests, multiple linear analysis, and hypothesis tests consisting of t-statistical tests, F tests and coefficients of determination. The results obtained in this study indicate that the variables of visibility, credibility, attraction and power have a positive and significant influence on the purchasing decision of Bening’s Clinic skin care products on e-commerce.

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