TY  - THES
N1  - Drs. Siantari Rihartono, M.Si
ID  - digilib39808
UR  - https://digilib.uin-suka.ac.id/id/eprint/39808/
A1  - Ghina Putri Ramadhanty, NIM. 16730063
Y1  - 2020/06/04/
N2  - The growth of cosmetic and skincare companies in Indonesia not only came from Indonesia but from other countries. The Ministry of Industry noted that in 2017, more than 760 skincare companies had circulated in Indonesia. One of the countries participating in the growth of cosmetics and skincare in Indonesia is originating from South Korea. The retail market research institute said that the growth of cosmetics and skin care originating from Korea reached 5.8% year on year since 2013 and was able to beat cosmetics and skincare companies from the United States, and the United Kingdom. Many emerging skincare companies from South Korea. It was noted that Korean cosmetic and skincare imports increased in 2016. Increasing competition makes companies look for ways to survive. One of them is the use of brand ambassadors.
The method used in this research is quantitative method. Data collection using a questionnaire. Questionnaires were distributed to EXOL Yogyakarta. The sample in this study were 83 respondents. The results of this study are the influence of Nature Republic brand ambassadors on purchasing decisions. This is evidenced by the hypothesis test with a simple regression test that the significance value is 0,000 <0.1. So Ho is rejected and Ha is accepted.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Brand Ambassador
KW  -  Nature Republic
KW  -  Skincare
M1  - skripsi
TI  - PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN
(Survei pada Penggemar Boyband EXO sebagai Brand Ambassador Nature Republic)
AV  - restricted
EP  - 157
ER  -