PENGARUH STORYTELLING MARKETING, BRAND AMBASSADOR, DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN LIP PRODUCT WARDAH (Survei pada Mahasiswi Program Studi S1 Manajemen UPN “Veteran” Yogyakarta)

OKTAVIA, NANDA WAHYU (2024) PENGARUH STORYTELLING MARKETING, BRAND AMBASSADOR, DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN LIP PRODUCT WARDAH (Survei pada Mahasiswi Program Studi S1 Manajemen UPN “Veteran” Yogyakarta). Other thesis, UPN Veteran Yogyakarta.

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Abstract

vii
PENGARUH STORYTELLING MARKETING, BRAND AMBASSADOR,
DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN
LIP PRODUCT WARDAH
(Survei pada Mahasiswi Program Studi S1 Manajemen
UPN “Veteran” Yogyakarta)
NANDA WAHYU OKTAVIA
NIM. 141200153
Program Studi Manajemen Fakultas Ekonomi dan Bisnis
Universitas Pembangunan Nasional “Veteran” Yogyakarta
ABSTRAK
Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh storytelling
marketing, brand ambassador, dan tagline terhadap keputusan pembelian lip
product Wardah. Populasi dalam penelitian ini adalah Mahasiswi Program Studi
S1 Manajemen UPN “Veteran” Yogyakarta. Teknik pengambilan sampel
menggunakan nonprobability dengan metode purposive sampling. Data diperoleh
dari kuesoner yang disebar dengan google formulir, dan mendapatkan responden
sebanyak 130 responden. Teknik analisis data yang digunakan dalam penelitian
ini yaitu analisis deskriptif, analisis regresi linear berganda, uji f, uji t, dan
koefisien determinasi dengan menggunakan program SPSS 23. Hasil dari
penelitian ini menunjukkan bahwa: 1) Storytelling marketing, brand ambassador,
dan tagline secara bersama-sama berpengaruh signifikan terhadap keputusan
pembelian lip product Wardah. 2) Storytelling marketing secara parsial
berpengaruh positif dan signifikan terhadap keputusan pembelian lip product
Wardah. 3) Brand ambassador secara parsial berpengaruh positif dan signifikan
terhadap keputusan pembelian lip product Wardah. 4) Tagline secara parsial
berpengaruh positif dan signifikan terhadap keputusan pembelian lip product
Wardah.
Kata kunci: Storytelling Marketing, Brand Ambassador, Tagline, Keputusan
Pembelian
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THE INFLUENCE OF STORYTELLING MARKETING, BRAND
AMBASSADOR, AND TAGLINE ON PURCHASING DECISIONS
LIP PRODUCT WARDAH
(Case Study of Undergraduate Management Study Program Students
UPN “Veteran” Yogyakarta)
NANDA WAHYU OKTAVIA
NIM. 141200153
Management Study Program, Faculty of Economics and Business,
UPN “Veteran” Yogyakarta
ABSTRACT
This research aims to analyze and determine the influence of storytelling
marketing, brand ambassadors, and taglines on purchasing decisions for Wardah
lip products. The population in this study were female students from the
Management Study Program at UPN "Veteran" Yogyakarta. The sampling
technique uses nonprobability with a purposive sampling method. Data was
obtained from a questionnaire distributed using Google Forms, and received 130
respondents. The data analysis techniques used in this research are descriptive
analysis, multiple linear regression analysis, f test, t test, and coefficient of
determination using the SPSS 23 program. The results of this research show that:
1) Storytelling marketing, brand ambassadors, and taglines in general together
have a significant influence on the decision to purchase Wardah lip products. 2)
Storytelling marketing partially has a positive and significant effect on purchasing
decisions for Wardah lip products. 3) Brand ambassadors partially have a
positive and significant influence on the decision to purchase Wardah lip
products. 4) The tagline partially has a positive and significant effect on
purchasing decisions for Wardah lip products.
Keywords: Storytelling Marketing, Brand Ambassador, Tagline, Purchase
Decision

Item Type: Thesis (Other)
Uncontrolled Keywords: Storytelling Marketing, Brand Ambassador, Tagline, Purchase Decision
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eko Yuli
Date Deposited: 03 Oct 2024 04:04
Last Modified: 03 Oct 2024 04:04
URI: http://eprints.upnyk.ac.id/id/eprint/41398

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