Fatihah, Aulia Nur and , Dr. Edy Purwo Saputro, S.E,. M.Si (2024) Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Produk Skincare Nature Republic. Skripsi thesis, Universitas Muhammadiyah Surakarta.
![[img]](https://eprints.ums.ac.id/style/images/fileicons/application_pdf.png) |
PDF (Surat Pernyataan Publikasi)
Doc3aul.pdf Restricted to Repository staff only Download (181kB) | Request a copy |
|
PDF (Naskah Publikasi)
Aulia Nur Fatihah_Pengaruh_Brand_Ambassador_Terhadap_Keputusan_Pembelian_Produk_Skincare_Nature_Republic[1] 2.pdf Download (499kB) |
Abstract
Brand ambassadors are behind the increase in Korean beauty products with quality brands and the role of famous celebrity brand ambassadors in helping increase sales of these brands. So from these facts, researchers want to examine the impact of the use of K-pop idol brand ambassadors. This research focuses on the S-O-R theory, namely a theory that provides an explanation of the interrelationship of effects that arise due to the presence of a stimulus. This research uses an explanatory quantitative approach method with the aim of testing and providing an explanation of the relationship (causal) between variables, by collecting data using an electronic questionnaire or Google form. The population in this research is Instagram followers @naturerepublic.id. The analysis results show that brand ambassadors have an influence of 35.9%.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Brand ambassador, purchasing decision |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | AULIA NUR FATIHAH |
| Date Deposited: | 27 May 2024 06:19 |
| Last Modified: | 27 May 2024 06:19 |
| URI: | http://eprints.ums.ac.id/id/eprint/124590 |
Actions (login required)
 |
View Item |
