Pengaruh Brand Image dan Brand Ambassador terhadap Keputusan Pembelian Produk Barenbliss di Underprice Skincare Jamin Ginting di Kota Medan

Abstract

This study aims to investigate and analyze the influence of brand image and brand ambassador on purchase decisions for Barenbliss products at Underprice Skincare Jamin Ginting in Medan. The research was conducted at Underprice Skincare, located at Jl. Jamin Ginting No. 656, Titi Rantai, Medan Baru District, Medan City. This study employed a quantitative approach using survey methods and distributed questionnaires to 98 respondents selected using the Slovin technique. The results of multiple linear regression analysis indicate that brand image partially has a positive and significant influence on purchase decisions, and brand ambassador partially has a positive and significant influence on purchase decisions. Simultaneously, brand image and brand ambassador collectively have a positive and significant influence on purchase decisions for Barenbliss products at Underprice Skincare Jamin Ginting in Medan.