PENGARUH BRAND AMBASSADOR, KUALITAS PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

Abstract

This research aimed to analyze and find out the effect of brand ambassadors, product quality, and brand image on the purchasing decisions of Scarlett Whitening products. While the independent variables were brand ambassador, product quality, and brand image. Meanwhile, the dependent variable was purchasing decisions. This research was quantitative. Moreover, the data collection technique used a non-probability sampling technique i.e., a sample collection technique that did not give the same opportunity to every population member selected as the sample. Furthermore, the instrument of data collection technique used questionnaires. The questionnaires were distributed to 98 respondents. Additionally, the data analysis technique used multiple linear regression with SPSS (Statistical Product and Service Solution) 23 version. The result indicated that brand ambassadors had a positive and significant effect on the purchasing decisions of Scarlett Whitening products. Likewise, product quality had a positive and significant effect on the purchasing decisions of Scarlett Whitening products. Similarly, the brand image had a positive and significant effect on the purchasing decisions of Scarlett Whitening products