Dewi, Aulia Friya Rahana (2026) Pengaruh Daya Tarik Brand Ambassador, Social Media Marketing, dan Brand Trust, Terhadap Purchase Intention Skincare Anak Moell. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of Brand Ambassador appeal, Social Media Marketing, and Brand Trust on Purchase Intention for Moell children’s skincare products. The background of this study is based on the increasingly intense competition in the skincare industry, which necessitates companies to implement appropriate marketing strategies to increase consumer purchase interest. This study employs a quantitative approach using an associative-causal method. Data was collected through the distribution of questionnaires to respondents who met the study criteria. Data analysis was conducted using multiple linear regression analysis with the assistance of SPSS software to test the influence of independent variables on the dependent variable. The results indicate that both simultaneously and partially, Brand Ambassador, Social Media Marketing, and Brand Trust have a positive and significant influence on Purchase Intention, thus the proposed hypothesis is accepted. These findings indicate that improving the quality of these three variables can drive an increase in consumer purchase interest in Moell’s children’s skincare products.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aulia Friya Rahana Dewi | ||||||||
| Date Deposited: | 18 May 2026 07:08 | ||||||||
| Last Modified: | 18 May 2026 07:08 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51865 |
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