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All Journal EKONOMIS : Journal of Economics and Business
Nuruni Ika Kusuma Wardhani
Universitas Pembangunan Nasional ''Veteran'' Jawa Timur
Economics, Econometrics & Finance

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Faktor-Faktor Brand pada Keputusan Pembelian Produk Lipstick Maybelline di Kabupaten Sidoarjo Anita Fine; Nuruni Ika Kusuma Wardhani
Ekonomis: Journal of Economics and Business Vol 6, No 2 (2022): September
Publisher : Universitas Batanghari Jambi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33087/ekonomis.v6i2.614

Abstract

Marketing is a very crucial aspect in a company directly dealing with consumers. Good marketing management in the company increases optimal purchasing decisions to achieve company goals. To achieve maximum purchasing decisions, it is necessary to pay attention to the importance of brand ambassadors and brand awareness. The purpose of this study is to determine the effect of the variable brand ambassador, brand awareness on purchasing decisions for Maybelline lipstick products in Sidoarjo Regency. Using purposive sampling technique as the determination of sampling based on standards. SEM partial least square (PLS) system was used as a tool to analyze the data. This study shows that brand ambassadors have an insignificant positive effect on purchasing decisions. Meanwhile, brand awareness has a significant positive effect on purchasing decisions.
Co-Authors Anita Fine