Zenith, Cherryl Nur Vidia Diva and Dr. Siti Aisjah, SE., M.S (2023) Pengaruh Country Of Origin, Brand Ambassador, Dan Ulasan Online Terhadap Keputusan Pembelian Produk Innisfree (Studi Pada Konsumen Kosmetik Innisfree Di Kota Malang)”. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh country of origin, brand ambassador, dan ulasan online terhadap keputusan pembelian produk kosmetik Innisfree. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausal antara variabel-variabel melalui pengujian hipotesis. Penelitian ini menggunakan sampel sebanyak 104 responden. Pengambilan sampel menggunakan teknik non-probability sampling dengan metode purposive sampling dengan karakteristik berusia minimal 17 tahun, pernah membeli atau menggunakan produk Innisfree, mengetahui Kim Mingyu SEVENTEEN sebagai brand ambassador Innisfree, dan berdomisili di Kota Malang. Alat uji yang digunakan adalah analisis regresi linear berganda yang dilakukan dengan menggunakan SPSS 26. Hasil pengujian menunjukkan bahwa country of origin memiliki pengaruh positif secara signifikan terhadap keputusan pembelian produk kosmetik Innisfree. Brand ambassador memiliki pengaruh positif secara signifikan terhadap keputusan pembelian produk kosmetik Innisfree. Ulasan online memiliki pengaruh positif secara signifikan terhadap keputusan pembelian produk kosmetik Innisfree.
English Abstract
The objective of this research is to identify the effects of country of origin, brand ambassador, and online review on the decision to purchase Innisfree’s products. This explanatory study elucidates the causal relationships between its variables through hypothesis testing. Using purposive sampling technique, 104 people were selected as the respondents. They are people with the minimum age of seventeen years who live in Malang City, know that Kim Mingyu SEVENTEEN is the brand ambassador of Innisfree, and have bought or used the products of Innisfree. The data was analyzed using multiple linear regression in SPSS 26. This study finds that country of origin positively and significantly influences the decision to purchase Innisfree’s products, that brand ambassador positively and significantly influences the decision to purchase Innisfree’s products, and that online review positively and significantly influences the decision to purchase Innisfree’s products.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020909 |
| Uncontrolled Keywords: | Country of origin, Brand Ambassador, Ulasan Online, Keputusan Pembelian |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 29 Apr 2024 02:35 |
| Last Modified: | 29 Apr 2024 02:35 |
| URI: | http://repository.ub.ac.id/id/eprint/218663 |
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