THE INFLUENCE OF AMBASSADOR BRAND, PRODUCT QUALITY AND PROMOTION ON AZARINE SUNSCREEN PURCHASING DECISIONS (CASE STUDY OF STUDENTS AT USD)
DOI:
https://doi.org/10.24071/icebmr.v3i1.173Keywords:
Brand ambassador, promotion, product quality, purchasing decisionsAbstract
Competition for skincare is increasing due to the increasing need for skincare among the public. One of them is sunscreen which is the basic and main choice for protecting the skin from exposure to UV rays. One of them is the Azarine sunscreen product which is very popular with the public, especially young people.
This research aims to find out whether brand ambassadors, product quality and promotions have a positive and significant influence on the decision to purchase Azarine sunscreen. The independent variables used in this research are brand ambassador, product quality and promotion. Meanwhile the dependent variable used in this research is purchasing decisions. The sampling technique uses accidental samples, namely with the criteria of respondents aged 17 years and over. This research is quantitative. Data collection was carried out by collecting questionnaires from 90 respondents by partially testing brand ambassadors, product quality and promotions. The data analysis used in this research is multiple linear regression. The results of this research show that brand ambassadors have a significant influence on purchasing decisions, product quality has a positive and significant influence on purchasing decisions, while promotions do not significantly influence purchasing decisions.
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Copyright (c) 2024 Maria Giovani Dahemat, Yosinta Giofani (Author)
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