LITERATURE OF REVIEW THE INFLUENCE OF BRAND AMBASSADOR, PRODUCT KNOWLEDGE AND BRAND TRUST ON THE DECISION TO PURCHASE SOMETHINC PRODUCTS AT UNIVERSITY of BHAYANGKARA JAKARTA RAYA
Keywords:
Brand Ambassador, Product Knowledge, Brand Trust, Purchase decision, SkincareAbstract
This research is a literature review study to determine
the influence of brand ambassadors, product
knowledge and brand trust on the decision to
purchase. The method used in this research is
quantitative with the unit of analysis being students
at Bhayangkara University, Jakarta Raya who use
somethinc skincare products. The population in this
study was 1797 with a minimum research sample
using slovin being 95 respondents. This research will
use the SPSS 25 statistical tool to process research
data.
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