Skripsi

PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN MASKER WAJAH MUSTIKA RATU PADA MASYARAKAT KOTA PALEMBANG

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Penilaian

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This research analyzed the influence of Brand Ambassador and Brand Image on purchasing Mustika Ratu face masks in Palembang City. The research showed the decline of the Mustika Ratu facial mask index over the last four years (2021-2024), even though the skincare industry in Indonesia has experienced significant growth. This research used a quantitative method with a purposive sampling technique, involving 100 respondents who had purchased Mustika Ratu face masks in Palembang City. Data was collected through an online questionnaire and analyzed using multiple linear regression. The research results showed that Brand Ambassador influence purchasing decisions, while Brand Image has no influence. Simultaneously, the two variables influence purchasing decisions with a contribution of 25.7%. These findings implied that companies should focus their marketing strategies on strengthening the role of Brand Ambassador through various media platforms while maintaining Brand Image as a supporting element in the overall marketing strategy.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2507001452	T168486	T1684862025	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1684862025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi., 2025

Collation

xviii, 119 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

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Carrier Type

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Edition

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Subject(s)

Ilmu Manajemen

Specific Detail Info

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Statement of Responsibility

MI

Other version/related

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