PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW FOR MEN DI KOTA PALEMBANG

Permadi, Sadikin (2023) PENGARUH BRAND AMBASSADOR DAN ELECTRONIC WORD OF MOUTH TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW FOR MEN DI KOTA PALEMBANG. Undergraduate thesis, Universitas Katolik Musi Charitas Palembang.

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Abstract

The purpose of this study was to analyze the effect of Brand Ambassador and Electronic Word Of Mouth on Purchase Decisions for MS Glow For Men products in Palembang City. The type of research applied is empirical research (Field Research). For data collection techniques using survey techniques by distributing questionnaires online using Google Forms, and obtaining data from 120 respondents. This research utilizes the SPSS application as a tool to manage and test all the data that has been collected. The results of this study indicate that partially Brand Ambassador and Electronic Word Of Mouth have a positive and significant effect on the Purchase Decision for MS Glow For Men products in Palembang City. Keywords: Brand Ambassador, Electronic Word Of Mouth, and Purchase Decision

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