Widarianti, Ni Ketut Oni (2026) PENGARUH KUALITAS PRODUK, CITRA MEREK, DAN BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN MS GLOW DI BATURITI, KABUPATEN TABANAN, PROVINSI BALI. Masters thesis, Universitas Pendidikan Ganesha.
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Abstract
This study aims to describe and examine the magnitude of the influence of several variables, namely: (1) product quality, (2) brand image, (3) brand ambassador, and (4) product quality, brand image, and brand ambassador simultaneously on purchasing decisions of MS Glow products in Baturiti, Tabanan Regency, Bali Province. The population in this study consisted of all MS Glow consumers in the Baturiti area. The sample was determined using a purposive sampling technique with the criteria that respondents had purchased MS Glow products at least twice, resulting in a total of 180 respondents. This research was designed as a causal quantitative study. Data were collected using a questionnaire instrument containing statements related to product quality, brand image, brand ambassador, and purchasing decisions. The data were analyzed using simple linear regression analysis and multiple linear regression analysis with the assistance of IBM SPSS Statistics to determine the partial and simultaneous effects among variables. The results of the study indicate that: (1) product quality has a positive and significant effect on purchasing decisions; (2) brand image has a positive and significant effect on purchasing decisions; (3) brand ambassador has a positive and significant effect on purchasing decisions; and (4) product quality, brand image, and brand ambassador simultaneously have a positive and significant effect on purchasing decisions of MS Glow products in Baturiti. Therefore, improving product quality, strengthening brand image, and selecting the appropriate brand ambassador can be effective strategies to increase consumer purchasing decisions of MS Glow products in Baturiti
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | brand ambassador, brand image, purchasing decision, product quality |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economic History and Conditions |
| Divisions: | Pascasarjana > Program Studi Ilmu Manajemen (S2) |
| Depositing User: | Ni Ketut Oni Widarianti |
| Date Deposited: | 30 Jun 2026 06:51 |
| Last Modified: | 30 Jun 2026 06:51 |
| URI: | http://repo.undiksha.ac.id/id/eprint/30355 |
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