Pengaruh Brand Image, Price, Rating Online, Dan Brand Ambassador Terhadap Keputusan Pembelian Skincare G2G (Studi Kasus Pada Konsumen Produk Skincare G2G)

Abstract

Abstract

This study examines the effects of brand image, price, online rating, and brand ambassador on the purchase decision of G2G skincare products. The research was motivated by the intensifying competition in the local skincare industry, which increasingly requires brands to build strong brand associations, competitive pricing, credible online reviews, and effective brand ambassadors to drive consumer purchasing. This study employs an explanatory quantitative design. The target population consists of consumers who have purchased and used G2G skincare products; data collection yielded 105 valid responses obtained through purposive sampling and a five-point Likert scale online questionnaire. Data processing was conducted using multiple linear regression analysis with the aid of SPSS software. The findings reveal that brand image, price, online ratings, and brand ambassadors each exert a positive and significant partial influence on purchasing decisions, with brand ambassadors having the most dominant impact based on standardized coefficient values. Simultaneously, these four variables significantly influence purchasing decisions, yielding an adjusted R-squared value of 0.688, which indicates that the model explains 68.8 percent of the variation in purchasing decisions. These findings suggest that consumers' purchase decisions on G2G skincare products are shaped jointly by brand perception, price rationality, online review information, and the credibility and attractiveness of the brand ambassador used by the company.

Keyword : Brand Image, Price, Rating Online, Brand Ambassador, Keputusan Pembelian