Angelia, Monica (2024) Pengaruh Brand Ambassador Exo dan Promosi Penjualan Terhadap Minat Beli Produk Scarlett Whitening Pada Mahasiswa Unmer Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine and analyze the influence of Brand Ambassador and Sales Promotion on Unmer Malang students' buying interest in Scarlett Whitening products. The method in this research uses a quantitative method by distributing questionnaires via Google Form to Unmer Malang students. The type of data used in this research is primary data taken from 96 respondents for 7 days via the Google Form application. The data analysis method in this research is to use descriptive analysis and t test as well as f test and coefficient of determination to test the hypothesis. This data will be processed using the SPSS version 16 application. The results of this research show that the first hypothesis is that the Ambassador brand and sales promotions have a positive and significant effect on Unmer Malang students' buying interest in Scarlett Whitening products. The second hypothesis is that the Ambassador brand has a positive and significant effect on Unmer Malang students' buying interest. The third hypothesis is that sales promotions have a positive and significant effect on buying interest of Unmer Malang students. And according to the results of descriptive analysis with a mean value of 4.28, the variable that most influences Unmer Malang students buying interest is the Brand Ambassador variable.

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