CD Skripsi

pengaruh brand ambassador dan brand trust terhadap keputusan pembelian produk skincare ms glow di kota pekanbaru

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The purpose of this study was to determine the effect of brand ambassadors and brand trust on purchasing decisions for MS Glow skincare products in Pekanbaru City. The population of this study were all MS Glow consumers. The sampling technique used purposive sampling with the criteria that at least 2 times bought MS Glow products, so that a sample of 35 respondents was obtained. Data obtained by distributing questionnaires directly. The data were analyzed with descriptive analysis and multiple linear regression. The results showed that brand ambassadors and brand trust simultaneously have a positive and significant effect on purchasing decisions. Brand ambassadors partially have a positive and significant effect on purchasing decisions. This shows that the better the brand ambassador, the higher the level of purchasing decisions on MS Glow products, and vice versa, the worse the brand ambassador, the less purchasing decisions for MS Glow products. Brand trust partially has a positive and significant effect on purchasing decisions. This shows that the higher the brand trust in the product given to consumers, the higher the level of purchasing decisions on MS Glow products, and conversely the lower the brand trust, the less purchasing decisions for MS Glow products.
Keywords: Brand Ambassador, Brand Trust, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2005134908

Penerbit

Pekanbaru : UNRI – FKIP – Pendidikan Ekonomi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2005134908

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PENDIDIKAN EKONOMI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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