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

Abstract

This research aimed to find out the effect of price, brand ambassador, and product quality on product buying decisions of Scarlet Whitening. The research was quantitative with variables of price, brand ambassador, and product quality. Moreover, the data collection technique used a nonprobability sampling technique. While, this technique did not give equal chance or opportunity to every element of the population as a sample based on the needs. Furthermore, the instrument in data collection technique used questionnaires with 100 respondents chosen as samples through the lemeshow formula. Additionally, the data analysis technique used multiple linear regression analysis aiming to get a whole view among variables. Meanwhile, classical assumption tests were used namely normality test, multicollinearity test, and heteroscedastic test with SPSS (Statistical Product and Service Solution) 23. The research result concluded that price, brand ambassador, and product quality had a positive and significant effect on product buying decisions of Scarlet Whitening.