Pengaruh Kualitas Produk, Harga, Promosi, Brand Awareness, Brand Image dan Celebrity Endorser Terhadap Keputusan Pembelian Skincare Scarlett Whitening - Ajeng Nada Nabilah; Nova Anggrainie (YUME : Journal of Management, 2022)
AbstrakPenelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, harga, promosi, brand awareness, brand image, dan celebrity endorser terhadap keputusan pembelian Skincare Scarlett Whitening. Populasi dalam penelitian ini adalah konsumen yang pernah melakukan pembelian dan ingin melakukan pembelian, serta masyarakat umum yang mengetahui keberadaan Skincare Scaarlett Whitening. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan menggunakaan data primer. Data primer tersebut diperoleh dari hasil kuesioner dengan jumlah sampel sebanyak 210 responden. Teknik pengambilan sampel pada penelitian ini menggunakan cara non-probability sampling dengan teknik purposive sampling. Teknik analisis data pada penelitian ini menggunakan analisis uji validasi, uji reliabilitas, uji normalitas, uji T, uji F, dan koefisien determinasi dengan bantuan software SPSS versi ke-25. Hasil penelitian menunjukan bahwa pengaruh promosi, brand image dan celebrity endorser memiliki pengaruh secara parsial terhadap keputusan pembelian Skincare Scarlett Whitening. Namun pengaruh kualitas produk, harga, dan brand awareness tidak memiliki pengaruh parsial terhadap keputusan pembelian Skincare Scarlett Whitening. Kemudian pengaruh kualitas produk, harga, promosi, brand awareness, brand image dan celebrity endorser berpengaruh secara simultan terhadap keputsan pembelian Skincare Scarlett Whitening. Kata Kunci: Brand Awareness, Brand Image, Celebrity Endorser, Harga, Kualitas ProdukAbstractThis research aims to analyze the influence of product quality, price, promotion, brand awareness, brand image, and celebrity endorser on the purchasing decision of Skincare Scarlett Whitening. The population in this research were consumers who had made a purchase and wanted to purchase, as well as the general public who knew the existence of Skincare Scarlett Whitening. The method used in this research is a quantitative method using primary data. The primary data was obtained from the results of a questionnaire with a total sample of 210 respondents. The sampling technique in this research used a non-probability sampling method with a purposive sampling technique. The data analysis technique in this research uses validation test analysis, reliability test, normality test, T-test, F-test, and determines coefficient with the help of the 25th version of SPSS software. The results showed that the influence of promotion, brand image, and celebrity endorsers had a partial effect on the purchase decision of Skincare Scarlett Whitening. However, the effect of product quality, price, and brand awareness do not have partially influence the purchasing decision of Skincare Scarlett Whitening. Then the effect of product quality, price, promotion, brand awareness, brand image, and celebrity endorser simultaneously affects the decision to purchase Skincare Scarlett Whitening.. Keywords: Brand Awarenes; Brand Image; Celebrity Endorse; Price, Product Quality