Pengaruh Brand Ambassador, Brand Image, Promosi, Dan Distribusi Di Social Media Instagram Terhadap Keputusan Pembelian Pada Beauty Produk Skincare MS Glow Di Kabupaten Nganjuk
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Institusion
Universitas Kadiri
Author
Kusuma, Puspita Dewi
Subject
HB Economic Theory
Datestamp
2021-12-07 02:56:38
Abstract :
This study aims to determine the effect of brand ambassadors, brand image, promotion, and distribution partially and simultaneously on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. The effect that we want to know is the direct or indirect effect. This study used a sample of 100 respondents. Sampling using the accidental sampling method with the characteristics of a minimum age of 17 years and followers of the Instagram account @msglownganjuk_barokah. The test tools used are test data analysis and hypothesis testing. From this research test, it can be concluded that partially the brand ambassador variable, promotion has a positive and significant effect, and brand image has a positive and insignificant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. While the distribution variable has no positive and insignificant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. And simultaneously the variables of brand ambassador, brand image, promotion, and distribution simultaneously have a positive and significant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. Keywords : Brand ambassador, Brand Image, Promotion, Distribution, Purchase Decision.
This study aims to determine the effect of brand ambassadors, brand image, promotion, and distribution partially and simultaneously on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. The effect that we want to know is the direct or indirect effect. This study used a sample of 100 respondents. Sampling using the accidental sampling method with the characteristics of a minimum age of 17 years and followers of the Instagram account @msglownganjuk_barokah. The test tools used are test data analysis and hypothesis testing. From this research test, it can be concluded that partially the brand ambassador variable, promotion has a positive and significant effect, and brand image has a positive and insignificant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. While the distribution variable has no positive and insignificant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. And simultaneously the variables of brand ambassador, brand image, promotion, and distribution simultaneously have a positive and significant effect on consumer purchasing decisions on Ms Glow's beauty skincare products in Kab. Nudge. Keywords : Brand ambassador, Brand Image, Promotion, Distribution, Purchase Decision.
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