Pengaruh Co-Branding, Celebrity Worship, dan Packaging Design terhadap Keputusan Pembelian Shampoo CLEAR TinyTAN
Dheajeng Novida Naila Rochmatin,
Rizky Dermawan
Abstract:Consumers prefer other brands of anti-dandruff shampoo products than the CLEAR brand. Therefore, CLEAR requires a new strategy to improve consumer purchase decisions. The purpose of this study was to determine the effect of co-branding, celebrity worship, and packaging design on purchase decisions for CLEAR TinyTAN shampoo. The population in this study were fans of BTS (ARMY) in Surabaya and had purchased CLEAR TinyTAN shampoo. Samples were taken using nonprobability sampling with purposive sampling. Determina… Show more
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