Pengaruh Brand Ambassador, Brand Image, Dan Brand Awareness Terhadap Purchase Decision Ms Glow Di Indonesia

Paramitha, Miranda Pradnya and Sri Palupi Prabandari,, SE,MM, Ph.D (2021) Pengaruh Brand Ambassador, Brand Image, Dan Brand Awareness Terhadap Purchase Decision Ms Glow Di Indonesia. Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand ambassador, brand image, dan brand awareness terhadap purchase decision MS Glow di Indonesia. Pengaruh yang ingin diketahui adalah pengaruh sebagian atau parsial maupun bersama-sama atau simultan. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 109 responden. Pengambilan sampel menggunakan teknik non probability sampling dan metode purposive sampling dengan karakteristik usia minimal 18 tahun dan pernah melakukan pembelian produk MS Glow. Penelitian ini menggunakan Statistical Package for the Social Sciences (SPSS) untuk melakukan uji regresi linear berganda. Hasil pengujian menunjukkan bahwa brand ambassador memiliki pengaruh yang positif dan signifikan terhadap purchase decision, brand image memiliki pengaruh yang positif dan signifikan terhadap purchase decision, brand awareness memiliki pengaruh yang positif dan signifikan terhadap purchase decision, serta brand ambassador, brand image, dan brand awareness secara bersama-sama memiliki pengaruh yang positif dan signifikan terhadap purchase decision.

English Abstract

This research aims to determine the effect of brand ambassadors, brand image, and brand awareness on the purchase decision of MS Glow in Indonesia. The effect wanted to know is the partial effect and simultaneous effect. The type of this research is explanatory research which explains the causal relationship between variables through hypothesis testing. This research used a sample of 109 respondents. The sampling used non-probability sampling technique and purposive sampling method with the characteristics of a minimum age of 18 years and have purchased MS Glow products. This research used the Statistical Package for the Social Sciences (SPSS) to perform multiple linear regression test. The test results show that brand ambassadors have a positive and significant influence on purchase decisions, brand image has a positive and significant influence on purchase decisions, brand awareness has a positive and significant influence on purchase decisions, as well as brand ambassadors, brand image, and brand awareness together have a positive and significant influence on the purchase decision.

Item Type:	Thesis (Sarjana)
Identification Number:	0521020376
Uncontrolled Keywords:	brand ambassador, brand image, brand awareness, purchase decision, brand ambassador, brand image, brand awareness, purchase decision
Subjects:	600 Technology (Applied sciences) > 658 General management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Nur Cholis
Date Deposited:	16 Jun 2022 07:29
Last Modified:	04 Oct 2024 01:31
URI:	http://repository.ub.ac.id/id/eprint/191262

Text Miranda Pradnya Paramitha.pdf Download (7MB)

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