Jurnal Manajemen Bisnis dan Kewirausahaan
Vol. 3 No. 4 (2023): DECEMBER

The Effect of Brand Image on Purchase Decision of Scarlett Cosmetics Mediated by Brand Ambassador

Putri, Galih Widya (Unknown)
Juliati, Ratih (Unknown)
Fitriasari, Fika (Unknown)

Article Info

Publish Date
30 Nov 2023

Abstract

This study aims to determine and analyze the influence of brand image on purchasing decisions mediated by brand ambassadors. This research was conducted at the official Scarlett cosmetic store located in Malang City totaling 120 respondents. This study uses a non-probability sampling technique with purposive sampling. Data collection techniques using a questionnaire and analyzed with Smart-PLS. This study found that brand image has a positive and significant effect on purchasing decisions, brand ambassadors have a positive and significant effect on purchasing decisions, brand image has a positive and significant effect on brand ambassadors and brand ambassadors mediate brand image on purchasing decisions.

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Journal Info
Jurnal Manajemen Bisnis dan Kewirausahaan
Website

Abbrev

jamanika

Publisher

Universitas Muhammadiyah Malang

Subject

Decision Sciences, Operations Research & Management

Description

Jamanika is open access journal that published both quantitative and qualitative research articles related to the fields of management and entrepreneurship. Subjects suitable for publication include the following fields: - Finance Management - Operation Management - Human Resource Management - ...