PENGARUH BRAND AMBASSADOR DAN TAGLINE TERHADAP KEPUTUSAN PEMBELIAN PRODUK MS GLOW (STUDI EMPIRIS PADA MASYARAKAT DI KABUPATEN PONOROGO)

Abstract

This research is entitled "The Influence of Brand Ambassadors and Taglines on Purchase Decisions for MS Glow Products (Empirical Studies on Communities in Ponorogo Regency)". The aims of this study were (1) to determine the influence of brand ambassadors on purchasing decisions for MS Glow products (an empirical study on people in Ponorogo Regency), (2) to determine the effect of the tagline on purchasing decisions for MS Glow products (an empirical study on people in Ponorogo Regency). , (3) to determine the effect of brand ambassadors and taglines on purchasing decisions for MS Glow products (an empirical study of people in Ponorogo Regency). The population in this study is unknown. This study used purposive sampling. The data analysis technique used is multiple linear regression analysis. The results of this study indicate that: 1) there is a positive and significant influence of brand ambassadors on purchasing decisions for MS Glow products (an empirical study of people in Ponorogo Regency), so that the first hypothesis is accepted. 2) there is a positive and significant effect of the tagline on purchasing decisions for MS Glow products (an empirical study of people in Ponorogo Regency), so the second hypothesis is accepted. 3) there is a positive and significant influence of brand ambassadors and taglines on purchasing decisions for MS Glow products (an empirical study of people in Ponorogo Regency), so the third hypothesis is accepted.

Keywords: Business World, Local Business, Care Products