PENGARUH SOCIAL MEDIA MARKETING, BRAND IMAGE DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN

Value : Jurnal Manajemen dan Akuntansi Pub Date : 2023-07-15 DOI:10.32534/jv.v18i2.3918

Dan Brand, Ambassador Terhadap, Keputusan Pembelian, I. N. Suardhika, I. G. Rihayana, Ni Made Arie Krisnayanti, kecantikan dalam sepuluh, tahun terakhir, yang menunjukkan bahwa, industri ini menjadi lebih, penting bagi masyarakat

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Abstract

The development of the skincare industry has made competition very tight. It takes a unique approach that companies use to compete and attract customers to use their products. The purpose of this research is to study and explain how the use of social media, brand image, and brand representation influence consumer decisions to buy Ms. skincare products. glow. A total of 85 units of respondents were selected purposively based on the criteria that they had purchased Ms. skincare products. Glow more than once. Based on multiple linear regression analysis using SPSS 23.0, this study shows that social media marketing has a positive and significant impact on consumer decisions to buy skincare products Ms. Glow in Denpasar City. In addition, the use of brand image and brand ambassadors also has a positive and significant impact on consumer decisions to buy Ms. skincare products. Glow in Denpasar City. However, the use of brand ambassadors has the greatest impact on consumers in deciding to buy Ms Glow skincare products. Keywords: social media, brand, purchase decision

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彭伯乐的社交媒体营销、品牌形象丹品牌形象大使彭伯乐

护肤品行业的发展使得竞争非常激烈。它采用了一种独特的方法，公司用来竞争和吸引客户使用他们的产品。本研究的目的是研究和解释社交媒体、品牌形象和品牌代表的使用如何影响消费者购买女士护肤品的决定。发光。根据购买过女士护肤品的标准，有目的地选择了85个单位的受访者。发光不止一次。本研究使用SPSS 23.0进行多元线性回归分析，发现social media marketing对登巴萨市消费者购买护肤品Ms. Glow的决策有正向显著的影响。此外，品牌形象和品牌大使的使用也对消费者购买女士护肤品的决策产生了积极而显著的影响。在登巴萨市发光。然而，品牌大使的使用对消费者决定购买Glow女士护肤品的影响最大。关键词:社会化媒体，品牌，购买决策

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Value : Jurnal Manajemen dan Akuntansi

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