PENGARUH BRAND AMBASSADOR DAN ONLINE REVIEW PRODUK MANYO FACTORY TERHADAP KEPUTUSAN PEMBELIAN

Faye, Fayola (2023) PENGARUH BRAND AMBASSADOR DAN ONLINE REVIEW PRODUK MANYO FACTORY TERHADAP KEPUTUSAN PEMBELIAN. Undergraduate thesis, Universitas Katolik Musi Charitas.

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Abstract

This study aims to determine and prove whether the brand ambassador and the online review have a positive and significant effect on purchasing decisions for Manyo Factory Products. The population in this study are all people who had purchased Manyo Factory products and know the boyband Tomorrow X Together. The sampling technique in this study used purposive sampling with a sample size of 101 respondents. In this study, the data technique used was a questionnaire instrument. The analysis technique used is the validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, coefficient of determination, t test, and multiple linear regression analysis. The result showed that the brand ambassador and online review have a positive and significant affect to purchasing decisions for Manyo Factory.

Keywords : brand ambassador, online review, purchasing decisions, manyo factory

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: brand ambassador ; online review ; purchasing decisions ; manyo factory
Subjects: A General Works > AC Collections. Series. Collected works > AC1-195 Collection Of Monographs, Essays, etc.
Divisions: Theses - S1 > Management Study Program
Depositing User: Users 2427 not found.
Date Deposited: 06 Mar 2023 03:22
Last Modified: 13 Mar 2023 10:39
URI: https://eprints.ukmc.ac.id/id/eprint/9610

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