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All Journal BUDGETING : Journal of Business, Management and Accounting
Rasyidah, Fadilatur
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Humanities Social Sciences

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Pengaruh Brand Ambassador, Citra Merk dan Kualitas Produk terhadap Keputusan Pembelian Produk Kecantikan Ms Glow Purnomo, Nanto; Rasyidah, Fadilatur
BUDGETING : Journal of Business, Management and Accounting Vol 5 No 2 (2024): BUDGETING : Journal of Business, Management and Accounting
Publisher : Institut Penelitian Matematika Komputer, Keperawatan, Pendidikan dan Ekonomi (IPM2KPE)

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Abstract

ABSTRACT This study aims to investigate the influence of brand ambassadors, brand image, and product quality on the purchasing decision of MS Glow beauty products. The data analysis method used descriptive statistical analysis and multiple linear regression analysis. The results show that there is a significant and positive influence of brand ambassadors, brand image, and product quality on the purchasing decision of MS Glow beauty products. Brand ambassadors, brand image, and product quality together contribute to increasing the number of purchasing decisions by consumers. The implications of this study emphasize the importance for companies to pay attention to marketing strategies through brand ambassadors, building a positive brand image, and maintaining product quality to enhance the attractiveness and trust of consumers in MS Glow beauty products. Keywords: Brand Ambassador, Brand Image, MS Glow, Product Quality, Purchasing Decisions.
Co-Authors Purnomo, Nanto