<mets:mets LABEL="Eprints Item" xsi:schemaLocation="http://www.loc.gov/METS/ http://www.loc.gov/standards/mets/mets.xsd http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-3.xsd" OBJID="eprint_46882" xmlns:mods="http://www.loc.gov/mods/v3" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xmlns:mets="http://www.loc.gov/METS/" xmlns:xlink="http://www.w3.org/1999/xlink"><mets:metsHdr CREATEDATE="2026-08-27T07:51:31Z"><mets:agent ROLE="CUSTODIAN" TYPE="ORGANIZATION"><mets:name>Repository Universitas Negeri Padang</mets:name></mets:agent></mets:metsHdr><mets:dmdSec ID="DMD_eprint_46882_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:titleInfo><mods:title>Pengaruh Brand Ambassador, Digital Marketingdan Elecronik Word of Mouth terhadap Keputusan Pemeblian Produk Kosmetik Emina pada Mahasiswa Universitas Negeri Padang.</mods:title></mods:titleInfo><mods:name type="personal"><mods:namePart type="given">Sovia</mods:namePart><mods:namePart type="family">Octaviana</mods:namePart><mods:role><mods:roleTerm type="text">author</mods:roleTerm></mods:role></mods:name><mods:abstract>Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador, Digital Marketing dan Elecronik Word of Mouth Terhadap Keputusan Pemebelian Produk Kosmetik Emina Pada Mahasiswa Universitas Negeri Padang. Jenis Penelitian yang digunakan adalah penelitian kausatif dengan pendekatan kuantitatif. Jumlah sampel dalam penelitian ini sebanyak 100 mahasiswa Universitas Negeri Padang,menggunakan teknik penarikan sampel purposive sampling. Teknik pengumpulan data dilakukan menggunakan kuesioner dengan skala likert. Indikator variabel dalam penelitian ini terdiri dari:. Instrumen ini sudah lolos uji validitas dan reabilitas, menggunakan metode analisis regresi linear berganda dengan SPSS versi 22 yang sudah lolos uji prasyarat asumsi klasik yaitu uji normalitas, uji multikolinearitas dan uji heteroskedastisitas, Hipotesis kemudian diuji menggunakan uji-f, uji-t, dan koefisien determinasi. Hasil penelitian ini menunjukkan bahwa (1) Brand Ambassador berpengaruh signifikan terhadap Keputusan Pembelian ,(2) Digital Marketing berpengaruh signifikan terhadap Keputusan Pembelian , (3) E‑WOM terbukti signifikan terhadap keputusan pembelian (Y) (4) Brand Ambassador, Digital Marketing dan Elecronic Word Of Mouth berpengaruh signifikan terhadap keputusan pembelian</mods:abstract><mods:classification authority="lcc">HF Commerce</mods:classification><mods:classification authority="lcc">T201 Patents. Trademarks</mods:classification><mods:originInfo><mods:dateIssued encoding="iso8601">2025</mods:dateIssued></mods:originInfo><mods:originInfo><mods:publisher>Universitas Negeri Padang;Pendidikan Ekonomi S1 UNP</mods:publisher></mods:originInfo><mods:genre>Thesis</mods:genre></mets:xmlData></mets:mdWrap></mets:dmdSec><mets:amdSec ID="TMD_eprint_46882"><mets:rightsMD ID="rights_eprint_46882_mods"><mets:mdWrap MDTYPE="MODS"><mets:xmlData><mods:useAndReproduction>
<p xmlns="http://www.w3.org/1999/xhtml"><strong>For work being deposited by its own author:</strong>
In self-archiving this collection of files and associated bibliographic
metadata, I grant Repository Universitas Negeri Padang the right to store
them and to make them permanently available publicly for free on-line.
I declare that this material is my own intellectual property and I
understand that Repository Universitas Negeri Padang does not assume any
responsibility if there is any breach of copyright in distributing these
files or metadata. (All authors are urged to prominently assert their
copyright on the title page of their work.)</p>

<p xmlns="http://www.w3.org/1999/xhtml"><strong>For work being deposited by someone other than its
author:</strong> I hereby declare that the collection of files and
associated bibliographic metadata that I am archiving at
Repository Universitas Negeri Padang is in the public domain. If this is
not the case, I accept full responsibility for any breach of copyright
that distributing these files or metadata may entail.</p>

<p xmlns="http://www.w3.org/1999/xhtml">Clicking on the <em>Deposit Item Now</em> button indicates your agreement to these
terms.</p>
    </mods:useAndReproduction></mets:xmlData></mets:mdWrap></mets:rightsMD></mets:amdSec><mets:fileSec><mets:fileGrp USE="reference"><mets:file OWNERID="https://repository.unp.ac.id/id/eprint/46882/1/final_1_SOVIA_OCTAVIANA_21053186_7176_2025.pdf" ID="eprint_46882_91994_1" SIZE="2297675" MIMETYPE="application/pdf"><mets:FLocat LOCTYPE="URL" xlink:type="simple" xlink:href="https://repository.unp.ac.id/id/eprint/46882/1/final_1_SOVIA_OCTAVIANA_21053186_7176_2025.pdf"></mets:FLocat></mets:file></mets:fileGrp></mets:fileSec><mets:structMap><mets:div DMDID="DMD_eprint_46882_mods" ADMID="TMD_eprint_46882"><mets:fptr FILEID="eprint_46882_document_91994_1"></mets:fptr></mets:div></mets:structMap></mets:mets>