THE INFLUENCE OF BRAND AMBASSADORS, BRAND IMAGE, PRODUCT QUALITY, AND PRICE PERCEPTIONS ON PURCHASING DECISIONS FOR MADAME GIE COSMETIC PRODUCTS ON STUDENTS AT DUTA WACANA CHRISTIAN UNIVERSITY
Abstract
The purpose of this research: (1) Determine whether brand ambassadors influence the decision to purchase Madame Gie cosmetic products among Duta Wacana Christian University students, (2) find out whether brand image influences the decision to purchase Madame Gie cosmetic products among Duta Wacana Christian University students, ( 3) find out whether product quality influences the decision to purchase Madame Gie cosmetic products among Duta Wacana Christian University students, (4) find out whether price perceptions influence the decision to purchase Madame Gie cosmetic products among Duta Wacana Christian University students. This study uses a quantitative approach. This study makes use of both primary and secondary data. A purposive sampling method was employed to distribute questionnaires to 150 Kristen Duta Wacana University students who had purchased or used Madame Gie's cosmetic items as the study's sample. Multiple linear analysis, R2 test, F test, and t-test are all used in the study methodology. The findings show that the variables brand ambassador, product quality, and price perceptions significantly influence buying behaviour, while the variable brand image has no significant impact.
Keywords: brand ambassador, brand image, product quality, price perception, purchase decision.
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