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

Universitas Pembangunan Nasional Veteran Yogyakarta

Author

OKTAVIA, NANDA WAHYU

Subject

HB Economic Theory 

Datestamp

2024-10-03 04:04:48 

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 viii 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 

File :
Abstrak_141200153_Nanda Wahyu Oktavia.pdf
Cover_141200153_Nanda Wahyu Oktavia.pdf
Daftar Isi_141200153_Nanda Wahyu Oktavia.pdf
Daftar Pustaka_141200153_Nanda Wahyu Oktavia.pdf
Lembar pengesahan_141200153_Nanda Wahyu Oktavia .pdf
Skripsi Full Text_141200153_Nanda Wahyu Oktavia.pdf