Pengaruh Brand Ambassador, Brand Awareness, Brand Image Dan Perilaku Konsumtif Terhadap Keputusan Pembelian Produk Scarlett Whitening (Studi Pada Konsumen Produk Scarlett Whitening di Kota Malang)

Abstract

Abstract

 

The study to examine the influence of Brand Ambassador, Brand Awareness, Brand Image, and Consumptive Behavior simultaneously or partially on Purchase Decisions for Scarlett Whitening Products. This type of research is explanatory research and uses a quantitative approach method. The sampling technique used was non-probability sampling with a sample determination method using a purposive sampling technique. The size of the population in this study is not yet known with certainty and the sample taken was 75 respondents. This research uses primary data sources and data collection methods using online questionnaires distributed via social media. The analytical method used is a multiple linear regression model using the SPSS version 25 data processing application. The research results show that (1) the Brand Ambassador, Brand Awareness, Brand Image and Consumer Behavior variables simultaneously influence the decision to purchase Scarlett Whitening products in Malang City (2) the Brand Ambassador variable has a positive and significant influence on the Decision to Purchase Scarlett Whitening Products in the City Poor. decision to purchase Scarlett Whitening products in Malang City (3) the brand awareness variable has a positive and significant effect on the decision to purchase Scarlett Whitening products in Malang City (4) the brand image variable has a positive and significant effect on the purchase decision to purchase Scarlett Whitening products in Malang City (5) Consumer behavior variables have a positive and insignificant effect on purchasing decisions for Scarlett Whitening products in Malang City.

 

Keywords: Brand Ambassador, Brand Awareness, Brand Image, Consumptive Behavior, Purchasing Decisions.