Influence of Brand Ambassador, Brand Image and Product Quality on Purchasing Decisions for Garnier Sakura Glow Products
Pengaruh Brand Ambassador, Brand Image, dan Kualitas Produk Terhadap Keputusan Pembelian Produk garnier Sakura Glow
DOI:
https://doi.org/10.21070/ups.4895Keywords:
Brand Ambassador, Brand Image, Product Quality, Purchasing DecisionsAbstract
Nowadays, skin care products are not only intended for women but also beneficial for men. The needs of the modern era like today require someone to appear perfect wherever they are. The diversity of product variants owned by Garnier is very much, one of which is Garnier Sakura Glow. The old product that has been around since 1904 has products for both men and women. This study was conducted using a descriptive quantitative method and used 100 respondents as a sample. The study used a purposive sampling technique in determining the research sample. The population and sample are users of Garnier Sakura Glow products who have used them. The type of data used in this study is secondary data. Multiple Linear Regression Analysis, t-test, and Coefficient of Determination (R²) test. Used to test the research hypothesis. The test was carried out with the help of IBM SPSS Statistics 26 software.
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