Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian pada Produk Wardah di Kota Surabaya
DOI:
https://doi.org/10.32493/Inovasi.v11i1.p206-214.40400Keywords:
Brand Ambassador; Citra Merek; Keputusan PembelianAbstract
Penelitian ini bertujuan untuk mengetahui. Faktor-faktor yang mempengaruhi keputusan pembelian produk Wardah di kota Surabaya. Wardah merupakan salah satu brand kecantikan sebagai pionir brand kecantikan halal di Indonesia. Penelitian ini adalah konsumen Wardah wanita yang berdomisili di Surabaya dan pernah membeli serta menggunakan Wardah. Sampel penelitian ini menggunakan teknik purposive sampling dengan jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan PLS. Hasil penelitian menunjukkan bahwa duta merek mempunyai kontribusi terhadap keputusan pembelian. Citra Merek mempunyai kontribusi terhadap keputusan pembelian.
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