Pengaruh Brand Ambassador, Social Media Marketing dan Online Customer Review Terhadap Keputusan Pembelian Produk Erigo di Kota Surabaya. (The Influence of Brand Ambassadors, Social Media Marketing and Online Customer Reviews on Erigo Product Purchase Decisions in Surabaya City).

Sari, Ninis Novita (2024) Pengaruh Brand Ambassador, Social Media Marketing dan Online Customer Review Terhadap Keputusan Pembelian Produk Erigo di Kota Surabaya. (The Influence of Brand Ambassadors, Social Media Marketing and Online Customer Reviews on Erigo Product Purchase Decisions in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Business in the world of fashion, especially in Indonesia, has experienced rapid growth. The main challenge faced by entrepreneurs is to gain a competitive advantage so that they can compete in capturing and maintaining market share. Every businessman tries to attract the attention of potential customers by providing information about the products they sell using marketing strategies. This research aims to determine and analyze the influence of Brand Ambassadors, Social Media Marketing and Online Customer Reviews on Erigo product purchasing decisions in the city of Surabaya. The number of samples used was 96 respondents using purposive sampling technique. The data collection method uses an E-Questionnaire via Google Form. The research results show that the variables of brand ambassador, social media marketing and online customer reviews partially influence the decision to purchase Erigo products in the city of Surabaya. Simultaneously, the variables Brand Ambassador, Social Media Marketing and Online Customer Review together influence the decision to purchase Erigo products in the city of Surabaya.

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