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All Journal JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) Jurnal Manajemen Bisnis Nusantara Hasana Journal Bhakti Nagori (Jurnal Pengabdian kepada Masyarakat) Jurnal Administrasi Sosial dan Humaniora (JASIORA) Indo-Fintech Intellectuals: Journal of Economics and Business
Ira Widyastuti
Institut Administrasi Dan Kesehatan Setih Setio
Agriculture, Biological Sciences & Forestry Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Nursing Social Sciences

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Journal : JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI)

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The Effect of Brand Ambassador and Electronic Word of Mouth on Purchasing Decision Scarlett Whitening Jono Hermanto; Ira Widyastuti; Yasmir Yasmir
JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI) Vol 7, No 2 (2022): JURNAL PENELITIAN EKONOMI DAN AKUNTANSI (JPENSI)
Publisher : Universitas Islam Lamongan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30736/jpensi.v7i2.1113

Abstract

This research aims to determine the influence of brand ambassador, electronic word of mouth on purchasing decision Scarlett Whitening. The population in this study are all students STIA Setih Setio Muara Bungo used Scarlett Whitening product. The sample in this study was 100 respondents using Non Probability Sampling with purposive sampling. Data collection technique used research questionnaires and the analysis technique is multiple linear regression analysis. The results shown in this study is brand ambassador don’t have a significant effect on purchasing decision Scarlett Whitening and electronic word of mouth have a significat effect on purchasing decision Scarlett Whitening. 
Co-Authors Ade Sofa Chotib, M Darmawanto Darmawanto Deni Handani Eva Marlina Fajar Ifan Dolly Foulinda Usdeka Ha Esdhona Hasdani, Hasdani Hidayat, Nanang Al Joko Sunaryo Jono Hermanto Juniarsih, Delvita Mardansyah . Marhandrie, Dessy Muhammad Fatoni Muhammad Nasir Panji Ulum Poiran Poiran Rizon Fitra Hidayat Sasmita Rusnaini Siti Rahmiati Steven Yogi Syah Amin Albadry Wismar, Teta Yasmir, Yasmir