PRAMESTI, NADIA INTAN (2024) PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINCARE AZARINE COSMETIC (Survei pada Generasi Z di Yogyakarta). Other thesis, UPN Veteran Yogyajarta.
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Abstract
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PENGARUH BRAND IMAGE, BRAND AMBASSADOR, DAN ONLINE
CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN PRODUK
SKINCARE AZARINE COSMETIC
(Survei pada Generasi Z di Yogyakarta)
NADIA INTAN PRAMESTI
NIM. 141200018
Mahasiswa Program Studi Manajemen
Fakultas Ekonomi dan Bisnis UPN “Veteran” Yogyakarta
nadia77887@gmail.com
ABSTRAK
Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Image, Brand Ambassador, dan
Online Customer Review terhadap Keputusan Pembelian. Penelitian ini merupakan
penelitian survei, dengan alat pengumpulan data berupa kuesioner. Populasi dalam
penelitian ini adalah seluruh Generasi Z di Yogyakarta serta sampel pada penelitian ini
sebanyak 110 Generasi Z di Yogyakarta, menggunakan data primer dengan metode
purposive sampling.Teknik analisis data yang digunakan adalah regresi linear berganda
dengan menggunakan SPSS 25. Hasil penelitian menunjukkan bahwa: 1) Brand image,
brand ambassador dan online customer review secara bersama - sama berpengaruh
signifikan terhadap keputusan pembelian, 2) Brand image berpengaruh positif dan
signifikan terhadap keputusan pembelian, 3) Brand ambassador berpengaruh positif dan
signifikan terhadap keputusan pembelian, 4) Online customer review berpengaruh positif
dan signifikan terhadap keputusan pembelian.
Kata Kunci: Brand Image, Brand Ambassador, Online Customer Review, Keputusan
Pembelian
vi
THE INFLUENCE OF BRAND IMAGE, BRAND AMBASSADORS, AND
ONLINE CUSTOMER REVIEWS ON PURCHASING DECISIONS FOR
AZARINE COSMETIC SKINCARE PRODUCTS
(Survey of Generation Z in Yogyakarta)
NADIA INTAN PRAMESTI
NIM. 141200018
Management Study Program
Faculty of Economics and Business UPN “Veteran” Yogyakarta
nadia77887@gmail.com
ABSTRACT
This study aims to determine the effect of Brand Image, Brand Ambassador, and Online
Customer Review on Purchasing Decisions. This research is a survey research, with data
collection tools in the form of questionnaires. The population in this study were all
Generation Z in Yogyakarta and the sample in this study were 110 Generation Z in
Yogyakarta, using primary data with purposive sampling method. The data analysis
technique used is multiple linear regression using SPSS 25. The results showed that: 1)
Brand image, brand ambassadors and online customer reviews together have a significant
effect on purchasing decisions, 2) Brand image has a positive and significant effect on
purchasing decisions, 3) Brand ambassadors have a positive and significant effect on
purchasing decisions, 4) Online customer reviews have a positive and significant effect on
purchasing decisions.
Keywords: Brand Image, Brand Ambassador, Online Customer Review, Purchase
Decision
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Brand Image, Brand Ambassador, Online Customer Review, 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: | 22 Jan 2024 06:35 |
| Last Modified: | 22 Jan 2024 06:35 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/38737 |
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