Putri, Linda Andiri (2023) Pengaruh Brand Ambassador, Inovasi Produk dan Persepsi Harga Terhadap Keputusan Pembelian Produk Whitelab di Surabaya Utara. (The Influence of Brand Ambassadors, Product Innovation and Price Perceptions on Purchasing Decisions for Whitelab Products in North Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Beauty products play an important role in meeting daily needs. The wide variety of beauty products available in today's market has increased competition in the increasingly competitive body care and cosmetics sector. These products now feature various innovations that better meet consumer needs and preferences. Whitelab's beauty products are just one example of the many changes that have taken place in the beauty and cosmetics industry recently. This research is a quantitative study that aims to determine the effect of Brand Ambassador, Product Innovation and Perceived Price on the Purchase Decision of Whitelab Products in North Surabaya. The population in this study are consumers who have purchased and used whitelab products in North Surabaya. Determining the number of samples using non-probability sampling technique obtained as many as 95 samples. In practice, this study took primary data by using a questionnaire. The analytical tool used in this study is multiple linear regression analysis. The results of testing the hypothesis on the t test or partial test show that the Brand Ambassador variable has a positive and significant effect on the Purchasing Decision variable. Furthermore Product Innovation also has a positive and significant effect on Purchasing Decisions. Finally, price perception also has a positive and significant effect on purchasing decisions. Testing the hypothesis on the simultaneous test shows that Brand Ambassador, Product Innovation and Price Perception have a significant positive effect simultaneously on purchasing decisions. Keywords: Brand Ambassador, Product Innovation, Perceived Price, Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand Ambassador, Product Innovation, Perceived Price, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HA Statistics H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211900220 Linda Andini Putri |
| Date Deposited: | 18 Oct 2023 02:38 |
| Last Modified: | 18 Apr 2024 03:33 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/24319 |
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