OKTAVANIA R.D, CLARA (2020) THE EFFECT OF USING BRAND AMBASSADOR AND BRAND IMAGE TOWARDS BUYING DECISION OF WARDAH COSMETICTS CONSUMER. S1 thesis, UNIVERSITAS ATMA JAYA YOGYAKARTA.
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Abstract
This research analyzed the effects of brand ambassador and brand image toward buying decision. This research focused on student of Universitas Atmajaya Yogyakarta who know about Wardah brand. Wardah is suitable for this research because it is the leader of muslim brand from Indonesia. The total of respondent in this research is 100 from student of UAJY. The result in this research shows that brand ambassador influences buying decision of Wardah customer and brand image influence buying decision of Wardah customer. Comparing the result of calculation between brand ambassador and brand image, variable that has effect dominantly is brand ambassador. It can be concluded that brand ambassador and brand image have the impact for buying decision of Wardah customer.
| Item Type: | Thesis (S1) |
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| Uncontrolled Keywords: | Brand Ambassador, Brand Image and Buying Decision |
| Subjects: | Business Management > International Marketing |
| Divisions: | Fakultas Ekonomi > Manajemen Internasional |
| Depositing User: | Editor UAJY |
| Date Deposited: | 17 Dec 2020 02:38 |
| Last Modified: | 17 Dec 2020 02:38 |
| URI: | http://e-journal.uajy.ac.id/id/eprint/22839 |
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