Pengaruh Online Customer Review, Celebrity Endorser, dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Ms Glow

Palupi, Mia Intan Ros Bita and , Edy Purwo Saputro, S.E.,M.Si (2023) Pengaruh Online Customer Review, Celebrity Endorser, dan Brand Image Terhadap Keputusan Pembelian Produk Skincare Ms Glow. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine whether online customer reviews, celebrity endorsers and brand image can influence the purchasing decisions of Ms Glow's skincare products. This research is an associative type of research. The method used in this research is quantitative method. The population and sample in this study were Surakarta students who had fulfilled the requirements and the number of respondents as the sample in this study were 100 people. Source of data used in this research is primary data. The measurement scale used in this study was 5 Likeri scale. Data analysis used SPSS version 26. The results of the analysis in this study showed that online customer reviews had a positive and significant effect on purchasing decisions, brand image had a positive and significant effect on purchasing decisions, while celebrity endorsers has no significant to the purchasing decision.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	online customer review, celebrity endorser, brand image, Purchase Decision
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management H Social Sciences > HD Industries. Land use. Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MIA INTAN ROS BITA PALUPI
Date Deposited:	16 Feb 2023 06:21
Last Modified:	16 Feb 2023 06:22
URI:	http://eprints.ums.ac.id/id/eprint/109489

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