PENGARUH BRAND AMBASSADOR, BRAND IMAGE DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING

Abstrak

Tujuan dari penelitian ini untuk mengetahui pengaruh brand ambassador, brand image, dan persepsi harga terhadap keputusan pembelian produk Scarlett Whitening. Jenis penelitian yang digunakan yaitu kuantitatif. Teknik pengambilan sampel menggunakan Teknik non-probability sampling, dengan jumlah sampel 97 responden yang diambil melalui purposive sampling, dengan kriteria responden konsumen yang pernah membeli produk Scarlett Whitening minimal lima kali pembelian. Data dikumpulkan melalui kuesioner berskala Likert dan diolah dengan bantuan alat analisis berupa program SPSS versi 27. Hasil penelitian ini menunjukkan bahwa brand ambassador (t = 3.604, sig = 0.001) brand image (t = 3.242, sig = 0.002), dan persepsi harga (t = 5.376, sig = 0.001) berpengaruh positif dan signifikan terhadap keputusan pembelian secara parsial. Terdapat hasil penelitian bahwa brand ambassador, brand image, dan persepsi harga berpengaruh positif dan signifikan secara simultan (bersama) terhadap keputusan pembelian Produk Scarlett Whitening dengan hasil (f = 41,205, sig = 0.001). Ketiga variabel tersebut menjelaskan 55,7% terhadap keputusan pembelian.

The purpose of this research is to determine the influence of brand ambassador, brand image, and price perception on purchasing decisions for Scarlett Whitening product. The type of research used is quantitative. The sampling technique uses a non-probability sampling technique, with a sample size of 97 respondents taken through purposive sampling, with the criteria of consumer respondents who have purchased Scarlett Whitening products at least five times. Data collected through questionnaires include Likert and processed with the help of an analysis tool in the form of the SPSS version 27 program. The results of this study indicate that brand ambassador (t = 3.604, sig = 0.001), brand image (t = 3.242, sig = 0.002), and price perception (t = 5.376, sig = 0.001) have a positive and significant effect on purchasing decisions partially. There are research results that brand ambassador, brand image, and price perception have a positive and significant effect simultaneously (together) on purchasing decisions for Scarlett Whitening product with results (f = 41,205, sig = 0.001). The third variable explains 55,7% of the purchasing decision.