Pengaruh Pengaruh Kualitas Produk, Brand Ambassador dan Iklan Terhadap Keputusan Pembelian Produk MS Glow
Abstract
This study aims to determine the effect of product quality, brand ambassadors, and this advertisement both simultaneously and partially on purchasing decisions on MS Glow products with research locations in Samarinda City. The data analysis technique used was multiple linear regression analysis and the sample in this study was 41 respondents. Sampling was carried out using a saturated sampling technique with the total population used as a sample with the criteria of being domiciled in the city of Samarinda and having purchased MS Glow products. The results of this study partially indicate that the product quality variable has no significant effect on purchasing decisions on MS Glow products. The brand ambassador variable has no significant effect on purchasing decisions for MS Glow products. Advertising variables have a significant effect on purchasing decisions for MS Glow products. Simultaneously product quality, brand ambassadors, and advertising have a significant effect on purchasing decisions for MS Glow products. The test results for the coefficient of determination with a value of 22.9% where the ability of the independent variables in this study, namely product quality, brand ambassadors, and advertisements together can influence the purchasing decision of MS Glow products and the remaining 77.1% can be influenced by other variables not examined in this study.
Downloads
References
Agustina, N. A., Sumowo, S., & Wijayantini, B. (2018). Pengaruh kualitas produk, citra merek, dan harga terhadap keputusan pembelian. Jurnal Penelitian Ipteks, 3(2), 186-196.
Fathin, R. F., & Millanyani, H. (2021). Pengaruh Online Customer Review dan Rating terhadap Minat Beli pada Aplikasi Pemesanan Hotel Traveloka. COSTING: Journal of Economic, Business and Accounting, 5(1), 709-722.
Kholidah, N., & Arifiyanto, M. (2020). Faktor-Faktor Pengambilan Keputusan Pembelian Kosmetik Berlabel Halal. Penerbit NEM.
Kotler, P., & Keller, K. L. (2013). Strategi Pemasaran. Jakarta: Preshallindo.
Kusumaningrum, A., Wicaksono, B., & Saniatuzzulfa, R. (2018). Hubungan Electronic Word of Mouth dan Hedonic Shopping Motivation dengan Perilaku Konsumtif Produk Make Up pada Mahasiswi. Jurnal Psikologi, 14((1)), 50-59.
Larasati, K. D., & Pamungkas, I. N. (2020). Penggunaan Brand Ambassador Laudya Cynthia Bella pada Bandung Makuta Cake sebagai Upaya Membangun Citra Merek. Media Nusantara, 17(1), 107-118.
Longdong, W., Genape, D., & Kumaat, A. (2022). Strategi Branding di Era Global: Studi Kasus Produk Scarlett dan Ms Glow. Jurnal Polimdo, 1(1).
Mutholiah, F., & Widiyanto, W. (2021). (2021). Analisis Perilaku Konsumen Dalam Keputusan Pembelian Produk Celebrity Endorser. Business and Accounting Education Journal, 2(2), 195-205.
Ningsi, W. P. W., & Ekowati, S. (2021). Pengaruh Promosi Di Media Sosial Dan Word Of Mouth Terhadap Keputusan Pembelian Skincare MS Glow. Jurnal Manajemen Modal Insani Dan Bisnis (JMMIB), 2(1), 50–57.
Oktavia, E. B., Fatimah, F., & Puspitadewi, I. (2022). Pengaruh Harga, Brand Ambassador, Brand Image, Dan Kualitas Produk Terhadap Keputusan Pembelian Pada Produk Scarlett Whitening Indonesia Di Tokopedia. Growth, 20(2), 361-375.
Osak, D. J., & Pasharibu, Y. (2020). Pengaruh brand ambassador dan tagline terhadap keputusan pembelian online dengan mediasi brand awareness. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 9(4), 357-380.
Rangian, M. C., Wenas, R. S., & Lintong, D. C. A. (2022). Analisis Pengaruh Kualitas Produk, Persepsi Harga dan Brand Ambassador Terhadap Keputusan Pembelian Konsumen Pada Produk MS Glow Skincare di Kota Tomohon. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(3), 284-294.
Rialmi, Z., & Morsen, M. (2020). Pengaruh Komunikasi Terhadap Kinerja Karyawan PT Utama Metal Abadi. JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia), 3(2), 221-227.
Setiawan, B., & Rabuani, C. C. (2019). Pengaruh iklan dan endorser terhadap brand awareness serta dampaknya pada keputusan pembelian. Riset: Jurnal Aplikasi Ekonomi Akuntansi Dan Bisnis, 1(1), 001-015.
Sugiyono. (2013). Metode Penelitian Kuantitaif,Kualitatif dan R&D. In Alfabeta.
Widodo, R., & Andriana, A. N. (2022). Pengaruh Harga dan Kualitas Produk Terhadap Keputusan Pembelian di Seedy Coffee Kota Samarinda. ETNIK: Jurnal Ekonomi Dan Teknik, 1(4), 263-270.
Widyaputra, K. H., & Djawoto, D. (2018). Pengaruh Kualitas Produk, Brand Ambassador, Kreativitas Iklan, dan Word of Mouth terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen (JIRM), 7(7), 1–18.
Worabay, S. N., Agung, P. W., Pujiani, D., Djauhari, S., & Aji, A. A. (2018). The Effect Of Advertising, Product Innovation, Word Of Mouth And Social Media Role Towards Brand Awareness Of Converse Shoes In Students. JURNAL AKUNTANSI DAN MANAJEMEN MUTIARA MADANI, 6(1), 81-110.
Yulia, E. (2020). Analisis Celebrity Endorser dan Core Product terhadap Keputusan Pembelian Produk KF Skin Care (Studi Kasus Pada Mahasiswa Universitas Islam Lamongan). Jurnal Humaniora: Jurnal Ilmu Sosial, Ekonomi Dan Hukum, 4(2), 209-216.
Yunefa, A., & Sabardini, S. E. (2021). Pengaruh kualitas produk, harga, dan iklan terhadap keputusan pembelian produk lipstik Emina di Yogyakarta. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(2).
Bila bermanfaat silahkan share artikel ini
Berikan Komentar Anda terhadap artikel Pengaruh Pengaruh Kualitas Produk, Brand Ambassador dan Iklan Terhadap Keputusan Pembelian Produk MS Glow
Pages: 1143-1151
Copyright (c) 2023 Retna Nur Rahmahyanti, Ana Noor Andriana
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under Creative Commons Attribution 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (Refer to The Effect of Open Access).