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All Journal Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan
Septiana Virantika
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Pengaruh Brand Ambasador dan Packaging terhadap pembelian 5D Cloud Cushion : Pengaruh Brand Ambasador dan Packaging Terhadap keputusan pembelian 5D cloud Cushion Septiana Virantika
Innobiz: Jurnal Ilmu Manajemen, Bisnis dan Keuangan Vol 3 No 1 (2026): Innobiz Januari 2026
Publisher : Universitas Siber Indonesia

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Abstract

Abstract: The current beauty product market shows significant diversification, marked by competition between companies in an effort to meet consumer expectations regarding aesthetics and personal appeal. The presence of Brand Ambassadors can create a perception where consumers become more selective in choosing products, while increasing social status through ownership of products associated with the brand ambassador. In addition to brand ambassadors, product packaging also plays a very important role in attracting consumer attention. In facing existing competition, Wardah requires a marketing strategy to introduce the new product to its consumers in order to expand its marketing reach and become more widely known. This study was conducted with the aim of determining the influence of Brand Ambassadors and Packaging on purchasing decisions for 5D Cloud Cushion, both partially and simultaneously. The data collection method used was a questionnaire collected from existing consumers. The results of this study indicate that both partially and simultaneously, Brand Ambassadors and Packaging have a positive and significant influence on purchasing decisions. Simultaneously, the test results show that these two variables have an influence of 49% on purchasing decisions. However, partially, Packaging has a greater influence than Brand Ambassador, namely 39%. This indicates that product packaging is an important key strategy in marketing products.   Keywords: Wardah, 5D Cloud Cushion, Brand Ambassador, Packaging.
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