PENGARUH ATRIBUT BRAND AMBASSADOR CHICCO JERIKHO TERHADAP KEPUTUSAN PEMBELIAN GARNIER MEN FACIAL FOAM (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis jurusan Manajemen Unisma Malang)

Abstract

Abstract

 

This research was conducted at Malang Islamic University. This study aims to determine the effect of Chicco Jerikho's brand ambassador attributes which consist of visibility, credibility, attraction, and power simultaneously or partially on garnier purchasing decisions for facial foam for students of the Faculty of Economics and Business, majoring in Islamic University of Malang. The variables used in this study are visibility, credibility, attraction, and power as independent variables. And purchasing decisions are dependent variables. The sample used in this study were 77 respondents. Sampling with purposive sampling technique. Data collection method uses questionnaire (questionnaire). The analysis used includes instrument testing, classical assumption test, normality test, multiple linear regression test and hypothesis testing with the help of SPSS 16.0 for Windows software.

The results showed that visibility and credibility had a significant effect on purchasing decisions for garnier facial foam. While attraction and power have no significant effect on purchasing decisions for garnier facial foam. But simultaneously all variables have an effect on garnier purchasing decisions, facial foam for students of the economics and business faculties of the management department of Malang Islamic University

                Keywords: visibility, credibility, attraction, power, purchase decision