Pengaruh Promosi, Brand Image Dan Brand Ambassador Terhadap Keputusan Pembelian Produk Skincare Korea Laneige (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Islam Malang 2018

Abstract

Abstract 

This study plans to decide the impact of advancement, brand picture and brand envoy at the same time and to some degree affecting the buy choice of Korean skincare items LANEIGE on understudies of the Faculty of Economics and Business, Islamic University of Malang 2018. The quantity of tests in this review were 70 respondents. The examining procedure utilized purposive inspecting. The information investigation strategy utilized is Multiple Linear Regression utilizing the SPSS 26 application. The outcomes show that advancement, brand picture and brand diplomat all the while influence the buying choices of Korean skincare items LANEIGE on understudies at the Faculty of Economics and Business, Islamic University of Malang. Somewhat Promotion doesn't influence the buy choice of Korean skincare items LANEIGE, brand picture somewhat influences the choice to buy Korean skincare items LANEIGE and brand ministers additionally to some extent doesn't influence the choice to buy Korean skincare items LANEIGE.

Keywords: Promotion, Brand Image and Brand Ambassador.