The Role Of Brand Ambassador, Brand Image And Price On Purchasing Decisions For Skincare Sunscreen
Peran Brand Ambassador, Brand Image Dan Harga Terhadap Keputusan Pembelian Produk Skincare Sunscreen
DOI:
https://doi.org/10.21070/ups.2694Keywords:
brand ambassador, Brand Image, Price, Purchasing decisionAbstract
Many customers have ever-increasing demands in today's more digital world. Today, cosmetics and skin care products are a necessity for everyone everywhere. Sunscreen is a type of skin care that everyone can use. Sunscreen is now a universally desired necessity, leading to a proliferation of sunscreen products. Since there are many choices in the sunscreen market, consumers can base their purchases on factors such as price, product reviews, and celebrity endorsements, all of which apply to Madam Gie, one of the leading sunscreen skincare products on the market. With the help of 96 participants, this study hopes to demonstrate a beneficial and substantial relationship between brand ambassadors, brand image and pricing on consumer choice. This study uses multiple regression to show that the influence of brand ambassador, brand image, and price on the purchase choice of skin care sunscreen products is beneficial and statistically significant.
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