PENGARUH PROMOSI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN LIP PRODUCT BARENBLISS PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA

NADYA SHAFA ATHAYA, . (2024) PENGARUH PROMOSI BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN LIP PRODUCT BARENBLISS PADA MAHASISWA TATA RIAS UNIVERSITAS NEGERI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Saat ini pertumbuhan industri kosmetik di Indonesia meningkat cukup pesat, salah satu perusahaan di industri kosmetik yang bisa bertahan dan bersaing di pasaran yaitu Barenbliss dengan menggunakan salah satu media promosi yaitu penggunaan brand ambassador. Tujuan penelitian ini yaitu untuk mengetahui apakah terdapat pengaruh antara penggunaan promosi brand ambassador terhadap keputusan pembelian lip product Barenbliss. Penelitian ini berjenis kuantitatif, teknik pengumpulan data menggunakan kuisioner dan penentuan sampel menggunakan metode non probability sampling yaitu responden merupakan mahasiswa Program Studi Tata Rias Universitas Negeri Jakarta angkatan 2020, 2021, 2022, dan 2023 yang pernah melakukan pembelian terhadap lip product Barenbliss. Hasil penelitian menunjukan bahwa hasil dari uji regresi linear sederhana diketahui Fhitung sebesar 0,590 dengan nilai signifikasi 0,00. Maka dari itu, variabel promosi brand ambassador (X) dapat dikatakan berpengaruh secara signifikan terhadap variabel keputusan pembelian lip product Barenbliss (Y). Dan juga hasil koefisien determinasi sebesar 0,414 yang berarti besar pengaruh variabel promosi brand ambassador terhadap variabel keputusan pembelian lip product Barenbliss sebesar 41,4%.***** Currently, the growth of the cosmetics industry in Indonesia is increasing quite rapidly, one of the companies in the cosmetics industry that can survive and compete in the market is Barenbliss by using one of the promotional media, namely the use of brand ambassadors. The purpose of this study is to find out whether there is an influence between the use of Brand ambassador promotional media on the decision to purchase Barenbliss lip products. This research is of a quantitative type, the data collection technique uses a questionnaire and sample determination using the nonprobability sampling method, namely the respondents are students of the Cosmetology Study Program, State University of Jakarta batch 2020, 2021, 2022, and 2023 who have purchased Barenbliss lip products. The results of the study showed that the results of the simple linear regression test were known to be Fcal of 0.590 with a significance value of 0.00. Therefore, the variable of Brand ambassador promotion (X) can be said to have a significant influence on the variable of the purchase decision of Barenbliss (Y) lip product. And also the result of the determination coefficient of 0.414 which means that the influence of the Brand ambassador promotion media variable on the Barenbliss lip product purchase decision variable is 41.4%.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dra. Mari Okatini Armandari, MKM. 2). Dr. Dwi Atmanto, M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 24048 not found.
Date Deposited:	30 Jul 2024 04:29
Last Modified:	30 Jul 2024 04:29
URI:	http://repository.unj.ac.id/id/eprint/47340

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