Pengaruh Brand Ambassador, Electronic Word of Mouth (e-WOM) dan Citra Merek terhadap Minat Beli Produk MS Glow di Kota Surakarta

Puspa, Andrea and , Kusdiyanto, S.E., M.Si (2022) Pengaruh Brand Ambassador, Electronic Word of Mouth (e-WOM) dan Citra Merek terhadap Minat Beli Produk MS Glow di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

	PDF (Naskah Publikasi) NASKAH PUBLIKASI.pdf Download (654kB)
	PDF (Halaman Depan) HALAMAN DEPAN.pdf Download (845kB)
	PDF (Bab I) BAB I.pdf Download (111kB)
	PDF (Bab II) BAB II.pdf Restricted to Repository staff only Download (125kB) | Request a copy
	PDF (Bab III) BAB III.pdf Restricted to Repository staff only Download (158kB) | Request a copy
	PDF (Bab IV) BAB IV.pdf Restricted to Repository staff only Download (248kB) | Request a copy
	PDF (Bab V) BAB V.pdf Restricted to Repository staff only Download (34kB) | Request a copy
	PDF (Daftar Pustaka) DAFTAR PUSTAKA.pdf Download (155kB)
	PDF (Lampiran) LAMPIRAN.pdf Restricted to Repository staff only Download (530kB) | Request a copy
	PDF (Surat Pernyataan Publikasi) PERNYATAAN PUBLIKASI.pdf Restricted to Repository staff only Download (317kB) | Request a copy

Abstract

This study aims to determine how the influence of brand ambassadors, electronic word of mouth (e-WOM) and brand image on buying interest in MS Glow products in Surakarta City. This research is a quantitative research that is useful for researching a particular population or sample. The population in this study is the people in the city of Surakarta. The sample used in this study were 100 respondents. The sampling technique used by the researcher was non-probability sampling with purposive sampling method. The type of data used in this study was a questionnaire and processed using the SPSS Version 21 analysis tool. The results showed that the brand ambassador variable, electronic word of mouth (e-WOM) and brand image had a positive and significant effect on buying interest.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Brand Ambassador, Electronic Word of Mouth, Brand Image, Buying Interest
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ANDREA PUSPA
Date Deposited:	27 Jul 2022 06:30
Last Modified:	27 Jul 2022 06:30
URI:	http://eprints.ums.ac.id/id/eprint/102002

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