ANALISIS BRAND AMBASSADOR, E-PROMOTION DAN REFERENCE GROUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK DEODORANT JENNSKIN.

Salisa, Fadhilla Jauza' Nur (2025) ANALISIS BRAND AMBASSADOR, E-PROMOTION DAN REFERENCE GROUP TERHADAP KEPUTUSAN PEMBELIAN PRODUK DEODORANT JENNSKIN. S1 thesis, Universitas PGRI Madiun.

	Text Cover-Daftar Isi.pdf Download (638kB)
	Text Abstrak.pdf Download (279kB)
	Text BAB 1 DILA.pdf Download (475kB)
	Text BAB 2 DILA.pdf Download (502kB)
	Text BAB 3 DILA.pdf Restricted to Repository staff only Download (412kB)
	Text BAB 4 DILA.pdf Restricted to Repository staff only Download (624kB)
	Text BAB 5.pdf Download (318kB)
	Text DAFTAR PUSTAKA DILA.pdf Download (247kB)
	Text 2 LAMPIRAN.pdf Restricted to Repository staff only Download (1MB)

Abstract

Fadhilla Jauza’ Nursalisa. 2025. Analysis of Brand Ambassador, E-Promotion, and Reference Group on Purchasing Decision of Jennskin Deodorant Products (Case Study of Jennskin Users in Madiun Area). Thesis, Management Study Program, Faculty of Economics and Business, PGRI MADIUN UNIVERSITY. Advisor (I) Dr. Hari Purwanto, S.E., M.M. Advisor (II) Hendra Setiawan, S,E., M.M. This study aims to analyze the influence of Brand Ambassador, E-Promotion, and Reference Group on consumer purchase decisions for Jennskin deodorant products in the Madiun region. The research background is driven by the increasing consumer interest in natural body care products and the evolving digital marketing strategies. The methodology employed a quantitative approach through questionnaire distribution to 385 respondents who are active users of Jennskin products. Data analysis was conducted using multiple linear regression techniques. The partial test results demonstrate that Brand Ambassador, E-Promotion, and Reference Group each have a positive and significant influence on purchase decisions. The simultaneous test results also indicate that these three variables collectively have a significant impact on purchase decisions, with a coefficient of determination (R²) of 84.5%. These findings confirm that marketing strategies through public figures, digital promotion, and social influence from reference groups play crucial roles in shaping consumer purchase decisions, particularly among young consumers in the Madiun region.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Brand Ambassador; E-Promotion; Reference Group; Purchase Decision; Jennskin.
Subjects:	A Social Sciences > HA Statistics A Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	NUR JAUZA' FADHILLA
Date Deposited:	22 Oct 2025 04:22
Last Modified:	22 Oct 2025 04:22
URI:	http://eprint.unipma.ac.id/id/eprint/5705

Actions (login required)

View Item