THE INFLUENCE OF BRAND AMBASSADORS, BRAND IMAGE, AND PRODUCT QUALITY ON WHITELAB SKINCARE PRODUCT PURCHASE DECISIONS
Article Sidebar
Main Article Content
Abstract
This study aims to determine the influence of brand ambassadors, brand image, and product quality on the purchase decision of whitelab skincare products. The data collection method in this study uses a questionnaire with a distribution using Google Form with a likert scale score of 1-5. Meanwhile, the approach method used in this study is a quantitative method with descriptive statistical analysis techniques and multiple linear regression analysis to determine the relationship between the variables of Brand Ambassador, Brand Image, Product Quality and Purchase Decision. The sample used in this study amounted to 100 respondents determined by purposive sampling. Data analysis in this study was carried out with the help of SPSS Version 29 software. The results of the study show that Brand Ambassador has a significant effect on Purchase Decisions, this is proven by the calculated t value of 3,253 > t table 1,660 and the significance value of 0.002 < 0.05. Brand Image also has a significant influence on Purchase Decisions, this is proven by the results of the t-test calculation of 4,201 > t table 1,660, and the significance value of 0.001 < 0.05. Product quality that significantly affects the Purchase Decision, this is proven by the results of the t-test calculation of 2,994 > t table 1,660, and the significance value of 0.003 < 0.05. Simultaneously, the variables Brand Ambassador, Brand Image, and Product Quality have a significant effect on the Purchase Decision, which has been proven by the results of F calculation of 23,528 > F table with a value of 2.70 < 0.05, the test results show that the three variables complement each other in influencing consumers in making decisions to buy Whitelab products.
Downloads
Article Details
Section
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
How to Cite
References
Aditya, G., Ristanto, H., & C., [incomplete initials]. (2021). The Influence of Product Quality and Promotion on Purchase Decisions. JBE (Journal of Economics), 6(1), 58–71. https://doi.org/10.54066/jbe.v6i1.99
Amalia, I., [et al.]. (2022). The Influence of Brand Ambassador, Brand Image, and Word of Mouth on Instant Noodle Purchase Decisions in Adolescents. Journal of Management Science, 10(4), 1227–1236.
Ayu Puspitasari, S., Fadli, M. D., Management Studies, P., Faculty of Economics and Business, & Universitas Buana Perjuangan Karawang. (2024). The Effect of Product Quality on Purchase Decisions on Somethinc Skincare Products among UBP Karawang Students. Multidisciplinary Scientific Journal, 348(7), 348–356. https://doi.org/10.5281/zenodo.12683687
Effendi, R., & Suyoto, Y. T. (2023). The effect of e-service quality on e-loyalty through [incomplete title]. [Journal name withheld], 11(4), 162–171.
Fazirah, E., & Susanti, A. (2022). The influence of brand ambassadors, brand image, and product quality on purchase decisions at Wardah cosmetics in the city of Surakarta. Journal of Ecology, 5(3), 246–254.
Keysia, D., Putri, A. D., & Dwiridotjahno, J. (2024). The influence of Korean brand ambassador credibility, social media marketing, and fear of missing out on impulse buying in the Scarlett Whitening X EXO collaboration. Religion Education Social Laa Roiba Journal, 6, 3015. https://doi.org/10.47476/reslaj.v6i6.2122
Lailiya, N. (2020). The influence of brand ambassadors and trust on purchasing decisions on Tokopedia. IQTISHADequity: Journal of Management, 2(2), 113. https://doi.org/10.51804/iej.v2i2.764
Stronging, G., & Mandagie, Y. (2021). Analysis of the influence of product quality, price and promotion on the purchase decision of Avanza cars at PT Hasrat Abadi Jayapura. EMBA Journal, 9(2), 1229–1238.
Munawaroh, I., & Nurlinda, R. (2023). The influence of social media marketing and brand ambassadors on purchase decisions through brand image in Whitelab skincare products. Journal of Business and Management Applications (JABMA), 2(1), 18. https://intropublicia.org/index.php/jabma
Oktavia, E. B., Fatimah, F., & Puspitadewi, I. (2022). The influence of price, brand ambassador, brand image, and product quality on purchase decisions on Scarlett Whitening Indonesia products on Tokopedia. Growth, 20(2), 361. https://doi.org/10.36841/growth-journal.v20i2.2108
Purwati, A., & Cahyanti, M. M. (2022). The influence of brand ambassadors and brand image on buying interest has an impact on purchasing decisions. IQTISHADUNA:
Scientific Journal of Our Economy, 11(1), 32–46. https://doi.org/10.46367/iqtishaduna.v11i1.526
Ramadhani, D. I., & Zaini, M. (2023). The influence of brand ambassadors, social media marketing and product quality on the purchase decisions of Scarlett Whitening users. Scientific Journal of Management, Economics, & Accounting (MEA), 7(1), 520–536. https://doi.org/10.31955/mea.v7i1.2900
Rifa Taufiqah, O. Y. S. (2023). Purchase decision to buy local skincare products from Scarlett Whitening serum. [Journal name not available], 6, 352–363.
Rohmanuddin, R., & Suprayogo, H. A. (2022). The Influence of Brand Image and Price on Purchase Decisions During the COVID-19 Pandemic (Case Study on the "Sting" clothing retail business of Kedoya Green Garden branch). Journal of Management Development, 10(2), 78–89. https://doi.org/10.52859/jbm.v10i2.207
Shofaranti, I., Azzahra, H., Putri, H., & Maulana, Y. (2024). The effect of fear of missing out, celebrity endorsements and advertisements on impulsive buying: Case study brand Skintific on the TikTok application. International Journal of Social Science Research (IJSSR), 4. https://ijssr.ridwaninstitute.co.id/
Riyanto, S., & Haryanto, A. A. (2020). Quantitative research research methods: Research in the fields of management, engineering, education and experimentation (1st ed.). Deepublish CV. Budi Utama.
Sugiyono. (2022). Quantitative, qualitative, and R&D research methods.
Sugiyono. (2024). Quantitative research methods (Stiyawami, Ed.; 3rd ed.). Alphabet.
Witjaksono, I. A. M. S. S. I. A. D. (2023). Factors influencing the purchase decision. JIMEA: MEA Scientific Journal (Management, Economics, and Accounting), 1370–1385.
Yudhistira, V., & Patrikha, F. D. (2021). The Effect of Sales Promotion and Brand Ambassador on Purchase Decisions with Trust Variables as Mediators (Study on Online Fashion Products in Surabaya). Journal of Commerce Education (JPTN), 9(2), 1237–1243. https://ejournal.unesa.ac.id/index.php/jptn/article/view/40553