THE EFFECT OF BRAND AMBASSADOR, BRAND IMAGE AND PRODUCT QUALITY ON PURCHASE DECISIONS ON WARDAH COSMETICS IN SURAKARTA CITY

  • Elva Fazirah STIE Surakarta

Abstract

Abstrak


Riset ini bertujuan buat mengenali Pengaruh Brand Ambassador, Brand Image, serta Kualitas Produk atasKeputusan Pembelian kosmetik Wardah di Kota Surakarta. Ilustrasi yang digunakan studi ini beberapa 114 respondendengan metode pengumpulan informasi memakaikuesioner. Pengujian hipotesis memakai analisis regresilinier berganda serta informasi diolah memakai program SPSS tipe 20. Hasil dari riset ini merupakan menampilkankalau Brand Ambassador (X1) tidak mempengaruhisignifikan atas Keputusan Pembelian, sebaliknya Brand Image (X2) serta Kualitas Produk (X3) mempengaruhiKeputusan Pembelian.


Kata Kunci: Brand Ambassador, Brand Image, KualitasProduk dan Keputusan Pembelian


 


Abstract


This study aims to determine the effect of Brand Ambassador, Brand Image, and Product Quality on Purchasing Decisions on Wardah cosmetics in Surakarta City. The sample used for this study was 114 respondents with informasi collection techniques using questionnaires. Hypothesis testing using multiple linear regression analysis and informasi processed using SPSS version 20 program. The results of this study indicate that Brand Ambassador (X1) has nomor significant effect on Purchase Decisions, while Brand Image (X2) and Product Quality (X3) have a significant effect on Purchase Decisions.


Keywords: Brand Ambassador, Brand Image, Product Quality, and Purchase Decisions.

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Published
2022-09-02
How to Cite
FAZIRAH, Elva. THE EFFECT OF BRAND AMBASSADOR, BRAND IMAGE AND PRODUCT QUALITY ON PURCHASE DECISIONS ON WARDAH COSMETICS IN SURAKARTA CITY. JURNAL EKOBIS DEWANTARA, [S.l.], v. 5, n. 3, p. 246-254, sep. 2022. ISSN 2656-4149. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/ekobis/article/view/3279>. Date accessed: 29 sep. 2022. doi: https://doi.org/10.26460/ed_en.v5i3.3279.