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All Journal JIM UPB (Jurnal Ilmiah Manajemen Universitas Putera Batam) Journal Of Management Science (JMAS) Dinasti International Journal of Education Management and Social Science International Journal of Educational Review, Law And Social Sciences (IJERLAS) Transekonomika : Akuntansi, Bisnis dan Keuangan International Journal of Applied Finance and Business Studies JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi) Jurnal Puan Indonesia Jurnal Locus Penelitian dan Pengabdian Jurnal Bisnis, Manajemen, dan Akuntansi Journal of Accounting and Finance Management (JAFM) Eduvest - Journal of Universal Studies Jurnal Desain dan Analisis Teknologi Innovative: Journal Of Social Science Research MARAS : Jurnal Penelitian Multidisplin SCIENTIA JOURNAL : Jurnal Ilmiah Mahasiswa Glosains: Jurnal Sains Global Indonesia
Alice Erni Husein
Universitas Putera Batam, Indonesia
Religion Aerospace Engineering Humanities Automotive Engineering Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Neuroscience Public Health Social Sciences Other

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The influence of brand awareness, brand ambassador, and brand image on the purchasing decision of viva beauty products in Batam City Hera Melawati; Alice Erni Husein
International Journal of Applied Finance and Business Studies Vol. 13 No. 3 (2025): December: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v13i3.440

Abstract

This study investigates the influence of Brand Awareness, Brand Ambassador, and Brand Image on Purchase Decisions for Viva Cosmetics products. Employing a quantitative approach, data were collected through questionnaires distributed to 119 respondents, primarily female consumers aged 21–30 years. The data were analyzed using SPSS 25 through validity, reliability, classical assumption, and multiple linear regression tests. The results show that all three independent variables have a positive and significant effect on purchase decisions, with Brand Awareness emerging as the most influential factor, followed by Brand Image and Brand Ambassador. The regression model indicates that increased awareness, ambassador credibility, and brand image contribute to stronger consumer purchasing intentions. The coefficient of determination (R² = 0.740) suggests that 74% of purchase decision variations are explained by the three variables, while 26% are influenced by other factors not examined in this study. The findings highlight the importance of integrated branding strategies, emphasizing consistency, ambassador authenticity, and brand identity reinforcement to strengthen consumer loyalty and purchasing behavior in the competitive Indonesian cosmetics market..
Co-Authors Alfannisa Fajrin Andi Maslan Asron Saputra Bellina Sihombing, Syintia Casta Aruan Daniel Cassa Agustinus Debora Winda Sari Simanjuntak Edison Edison Elaine Elaine Elfira Anggraini Fazura, Aurora Fitri Anita Simangunsong Fransiska Weny Sinaga Helliani Helliani Hera Melawati Herika Dessy Suryani Jesvabbyona Jesvabbyona Jusuf Santoso Wibisono Juwita Siburian MAULI SIAGIAN Muhammad Haldy Muthi'ah Fitri Mas'udah Ng, Hana Novelina, Novelina Stephani Poniman Poniman Poppy Okta Fiana Putri Pratiwi, Mariska Putri Purba, Neni Marlina BR Putri Putri, Putri Rahmadila Novi Realize, Realize Reza Putri Geni Rona Natalia Simarmata Salma Saqilah Lubis Sasa Ani Arnomo Saut Pintubipar Saragih Shellen Shellen Shellen, Shellen Sherent Sherent Simarmata, Rona Natalia Stefenny Stefenny Talenta Br Sitepu Tedi Kurnia Putra Wasiman Wasiman, Wasiman Wati, Riana Wiryanto, Ricky Zakarias Situmorang Zakarias Situmorang