The Role of Brand Ambassadors, Brand Image and Product Quality in Purchasing Decisions for Scarlett Whitening in Sidoarjo
Peran Brand Ambassador, Brand Image dan Product Quality Terhadap Keputusan Pembelian Produk Scarlett Whitening di Sidoarjo
DOI:
https://doi.org/10.21070/ups.6442Keywords:
Brand Ambassador, Brand Image, Product Quality, Purchasing DecisionsAbstract
Market competition in the skincare industry is becoming increasingly intense, making effective marketing strategies crucial for brand success. This study aims to examine the roles of Brand Ambassador, Brand Image, and Product Quality on the purchasing decisions of Scarlett Whitening products in Sidoarjo. The research employs a quantitative approach with the population consisting of residents of Sidoarjo. The sample is drawn using Non-Probability Sampling techniques and Purposive Sampling, involving 100 respondents. Data collection is conducted through the distribution of questionnaires, with responses measured using a Likert scale. Data analysis is performed using the PLS-SEM method with the assistance of SmartPLS 3.0 software. The results of this study demonstrate that the Brand Ambassador has a significant impact on purchasing decisions for Scarlett Whitening products in Sidoarjo, Brand Image has a negative effect on purchasing decisions for these products, and Product Quality positively influences purchasing decisions for Scarlett Whitening products in Sidoarjo
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References
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S. A. Sani, M. Batubara, P. R. Silalahi, R. R. Syahputri, and V. Liana, “Pengaruh Promosi, Kualitas Produk dan Harga terhadap Keputusan Pembelian Konsumen pada Produk Scarlett Whitening,” Al-Kharaj J. Ekon. Keuang. Bisnis Syariah, vol. 4, no. 5, pp. 1327–1342, 2022, doi: 10.47467/alkharaj.v4i5.931.
T. E. Adianto and D. K. Sari, “The Influence of Digital Marketing, Brand Equity, and Brand Ambassadors on Interest in Buying Skincare,” Indones. J. Innov. Stud., vol. 21, pp. 1–19, 2023, doi: 10.21070/ijins.v21i.752.
K. F. Ferine and Yuda, Determinasi Keputusan Pembelian Produk Fashion Di Situs Online Shop, Cetakan 1. Glondong Rt 03, wirokerten, Banguntapan, Bantul, Yogyakarta: Selat Media, 2022.
D. Gunawan, A. D. Pratiwi, Y. Arfah, and B. Hartanto, Keputusan Pembelian Skincare Safi Berbasis Media Marketing. PT Inovasi Pratama Internasional, 2022.
C. L. R. Winasis, H. S. Widianti, and B. Hadibrata, “Determinasi Keputusan Pembelian: Harga, Promosi Dan Kualitas Produk (Literature Review Manajemen Pemasaran),” J. Ilmu Manaj. Terap., vol. 3, no. 4, pp. 452–462, 2022, [Online]. Available: https://doi.org/10.31933/jemsi.v3i4
M. A. Yeni Arfah, SE., Keputusan Pembelian Produk. PT Inovasi Pratama Internasional, 2022.
A. F. Iswanto, “Pengaruh Perbedaan Karakteristik Brand Ambassador Terhadap Keputusan Pembelian Konsumen Ruang Guru,” J. Ilmu Manaj., vol. 9, pp. 380–391, 2021.
Z. Isnurhadi and I. Widiyanti, “How to Cite The Effect of Brand Image, Brand Ambassador, and Product Quality on the Purchase Decision of Mustika Ratu Products (Study on Sriwijaya University Students),” Int. J. Soc. Sci., vol. 4, no. 1, pp. 182–189, 2021.
N. Ita Munawarohra, “Pengaruh Social Media Marketing dan Brand Ambassador Terhadap Keputusan Pembelian Melalui Brand Image Pada Produk Skincare Whitelab,” J. Appl. Bus. Manag. Account., vol. 2, no. 01, 2023, [Online]. Available: https://intropublicia.org/index.php/jabma
I. G. A. A. M. S. D. Ajnya, I. M. Jatra, N. N. K. Yasa, and I. G. Riana, Brand Ambassador, Citra Merek, dan Niat Beli : Konsep dan Aplikasi. Jl. Merdeka, Kab. Cilacap, Provinsi Jawa Tengah: CV Pena Persada, 2023.
F. M. Anang, Pemasaran Produk dan Merek (Planning & Strategy), no. August. 2019.
Dian Meliantari, Produk Dan Merek (suatu pengantar), vol. 3, no. 1. 2023. [Online]. Available: https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Y. Nurfauzi et al., “Literature Review: Analysis Of Factors Influencing Purchasing Decisions, Product Quality And Competitive Pricing Literature Review: Analisis Faktor yang Mempengaruhi Keputusan Pembelian, Kualitas Produk dan Harga Kompetitif,” Manag. Stud. Entrep. J., vol. 4, no. 1, pp. 183–188, 2023, [Online]. Available: http://journal.yrpipku.com/index.php/msej
P. V. D. S. Budi and N. N. K. Yasa, Kualitas Produk, Kepuasan Pelanggan, dan Niat Beli Ulang : Konsep dan Aplikasi Pada Studi Kasus, Pertama. Jl. Merdeka RT4/RW2, Binangun, Kab. Cilacap, Provinsi Jawa Tengah: Media Pustaka Indo.
R. Daga, Citra,Kualitas Produk dan Kepuasan Pelanggan, no. May 2017. 2017.
M. Ramdhan, Metode Penelitian, Pertama. Jl. Jemurwonosari 1/39, Wonocolo, Surabaya: Cipta Media Nusantara (CMN), 2021.
Niken Nanincova, “Pengaruh Kualitas Layanan Terhadap Kepuasan Pelanggan Noach Cafe And Bistro,” Agora, vol. 7, no. 2, pp. 1–5, 2019, [Online]. Available: https://publication.petra.ac.id/index.php/manajemen-bisnis/article/view/8734/7880
N. F. Amin, S. Garancang, and K. Abunawas, “Konsep Umum Populasi dan Sampel dalam Penelitian,” J. Pilar, vol. 14, no. 1, pp. 15–31, 2023.
S. Priadana, Sunarsi, and Denok, Metode Penelitian Kuantitatif, Cetakan Pe. Jl. Garuda B 30 Rt 1 Rw 12 Cipayung, Kec. Ciputat, Kota Tangerang Selatan, Tangerang Selatan: Pascal Books, 2021.
J. P. Upadhyay and S. K. Singh, “Celebrity Endorsement and the Buying Behavior in Consumers of Nepal,” vol. 16, no. 2, 2024.
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