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Elfrida Viesta Napitulu
Departemen Manajemen, Institut Bisnis dan Informatika Indonesia, Jakarta Indonesia

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PENGARUH BRAND AMBASSADOR, KUALITAS PRODUK, DAN KEPUASAN PELANGGAN TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK SCARLETT WHITENING DI JAKARTA TIMUR Asti Endang; Elfrida Viesta Napitulu
Jurnal Ilmiah Hospitality Vol 12 No 2: Desember 2023 (In Press)
Publisher : Sekolah Tinggi Pariwisata Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47492/jih.v12i2.2973

Abstract

In line with developments in Indonesia's current era, local beauty products are starting to exceed imported goods from abroad. Many local brands compete to increase sales by using local or international artists to attract consumer attention. This method is to analyze the influence of brand ambassadors, product quality, and customer satisfaction on repeat purchase decisions. The subjects in this method were 110 respondents who had previously purchased Scarlett Whitening products in the East Jakarta area. In analyzing this research data, the methods used include pooling, classical assumptions, F and t tests, coefficient of determination and all using SPSS 20.0. The results of the classical assumption test show that the data is normal, there is no heteroscedasticity and there is no multicollinearity. Then the results of multiple regression analysis show that the regression model can be used to predict repurchase decisions according to the t test. It can be concluded that brand ambassadorship, product quality and customer satisfaction have significant values ​​because <0.05 so the hypothesis is accepted. The conclusion is that there is a positive and significant influence from brand ambassadors, product quality, and customer satisfaction on the decision to repurchase Scarlett Whitening products in East Jakarta.
Co-Authors Asti Endang