Pengaruh Kredibilitas Brand Ambassador Terhadap Keputusan Pembelian Kosmetik Wardah Versi Ayana Jihye Moon Di Desa Sengon Subah

Musdalifah, Tria and , Drs. Budi Santoso, M.Si (2021) Pengaruh Kredibilitas Brand Ambassador Terhadap Keputusan Pembelian Kosmetik Wardah Versi Ayana Jihye Moon Di Desa Sengon Subah. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

The Indonesian cosmetics industry is experiencing economic growth which has led to the rise of buying and selling cosmetic products, one of which is Wardah. Wardah companies attract many celebrities to be Brand Ambassadors with the aim that their products increasingly trusted by the public. This study aims to determine and analyze the effect of the credibility of Ayana Jihye Moon as a Brand Ambassador on Wardah product purchasing decisions. The theory that researchers use is the Source Credibility theory from Hovland, Janis and Kelly and the Purchasing Decision theory from Kotler. With quantitative research methods in which data collection is distributed questionnaires. There are 100 samples of women in Sengon village where they have bought and used beauty products from Wardah. There are 2 variables in this study, namely the independent variable (Brand Ambassador credibility) and the dependent variable (purchase decision). Researcher data processingusing the help of SPSS software version 23.0. The results of this study indicate a strong correlation coefficient between Brand Ambassador and Purchase Decision of 0.654. Simple regression analysis shows that there is a positive and significant effect of Brand Ambassador credibility on cosmetic purchasing decisions in the Ayana Jihye Moon version of Wardah advertisement, which is 0.591.

Item Type: Karya ilmiah (Skripsi)
Uncontrolled Keywords: Kredibilitas Brand Ambassador, Iklan, Ayana Jihye Moon, Keputusan Pembelian.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User: TRIA MUSDALIFAH
Date Deposited: 20 Feb 2021 03:15
Last Modified: 20 Feb 2021 03:17
URI: http://eprints.ums.ac.id/id/eprint/89760

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