CD Skripsi

Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Pada Beauty Product Skincare Bening’s Di Kota Pekanbaru

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This study aims to determine the influence of brand ambassadors and brand image on purchasing decisions at benning's skincare beauty production in the city of Pekanbaru. The methods used in this study were descriptive statistical analysis and multiple linear regression. The sample in this study consisted of 100 respondents using total sampling techniques and using questionnaires / questionnaires and interviews as research instruments. Through instrument tests and data analysis techniques which include validity tests, reliability tests, classical assumption tests, regression equation tests, partial tests, simultaneous tests, and determination coefficient tests, it was obtained that the assessment of brand ambassadors (X 1) had a positive and significant effect on purchasing decisions (Y), brand image (X2) had a positive and significant effect on purchase decision (Y), and brand ambassador assessment (X 1) and brand image (X2) have a positive and significant effect on purchasing decision (Y) at Benning's clinic in Pekanbaru city.

keyword: Brand Ambassadori, brand image and Purchase decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901155988

Penerbit

Pekanbaru : Universitas Riau – FISIPOL – Administrasi Bisnis., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901155988

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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