Annafi'ah, Laela (2024) Pengaruh Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Skincare Ms Glow di Surabaya. (Influence of Brand Image and Celebrity Endorser Regarding the Decision to Purchase Ms Glow Skincare Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This research aims to analyze the influence of brand image and celebrity endorsers on purchasing decisions for Ms Glow skincare products in Surabaya. The beauty product industry continues to develop with various marketing strategies to increase sales, including through the use of a strong brand image and the use of celebrity endorsers. Quantitative methods were used in this research, with data collected through online surveys among consumers of Ms Glow products in Surabaya. The research results show that both brand image and celebrity endorsers have a significant influence on purchasing decisions. A positive brand image and widely known endorsers increase consumer trust and desire to buy products. These findings provide insight for companies about the importance of maintaining brand image and selecting the right endorsers for marketing campaigns, as well as providing guidance for other companies in the beauty industry to formulate effective marketing strategies.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Brand image, celebrity endorser, purchasing decisions, skincare products, Ms Glow, Surabaya. |
| Subjects: | H Social Sciences > H Social Sciences (General) J Political Science > JA Political science (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000045 Laela Annafi'ah |
| Date Deposited: | 29 Aug 2024 07:37 |
| Last Modified: | 14 Oct 2024 02:45 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32103 |
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