Br Panjaitan, Rina Renita (2023) Pengaruh Brand Ambassador, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Wardah (studi Kasus Mahasiswa Fakultas Hukum Universitas Islam Riau). Other thesis, Universitas Islam Riau.

Text Rina Renita Br Panjaitan.pdf - Submitted Version Restricted to Registered users only Download (2MB) | Request a copy

Abstract

This study aims to determine the effect of Brand Ambassador and product quality on purchasing decisions for wardah products (Case Study on Law Faculty Students at Riau Islamic University). Sampling used the Nonprobability Sampling method with purposive sampling method where the sample in this study was 100 respondents. Types and sources of data are primary and secondary data, while data collection techniques use observation, questionnaires and interviews. The data analysis technique used in this research is multiple linear regression test. t test, f test and the coefficient of determination (R2). The results of the t test show that Brand Ambassador has a positive and significant effect on purchasing decisions. And product quality has a positive and significant effect on purchasing decisions. Product quality has the greatest influence on purchasing decisions for Wardah products. The results of this study indicate that Brand Ambassador and Product Quality have a positive and significant effect on wardah purchasing decisions for Students of the Faculty of Law, Islamic University of Riau

Actions (login required)

View Item