Pengaruh Brand Ambassador dan Brand Image Terhadap Keputusan Pembelian Produk MS GLOW di Kota Medan

Abstract

In an increasingly competitive business environment, effective marketing strategies are key to influencing consumer purchasing decisions. One widely adopted approach by companies is the use of brand ambassadors and the strengthening of brand image. A brand ambassador serves as the public representative of a brand, capable of building emotional connections with consumers, while brand image reflects consumers' perceptions of the quality, trustworthiness, and value offered by the brand. Together, these elements can provide strategic insights for companies in managing their brands to enhance consumer interest and loyalty toward the products or services offered. This study aims to examine the influence of brand ambassador and brand image on purchasing decisions for MS GLOW products in the city of Medan. The influence of both brand ambassador and brand image will be analyzed both partially and simultaneously in relation to purchasing decisions. This research adopts a quantitative approach with an associative method. The population in this study includes all MS GLOW consumers in Medan. The total number of samples used is 96 respondents, rounded up to 100 respondents, selected using purposive sampling. Primary data were collected through questionnaires distributed via Google Forms and directly to respondents, while secondary data were obtained from previous research, online sources, and literature studies. The data analysis methods employed include instrument testing, classical assumption testing, multiple linear regression analysis, and hypothesis testing. The results of the study show that brand ambassador and brand image both have a positive and significant influence, both partially and simultaneously, on purchasing decisions for MS GLOW productsin Medan. The correlation coefficient (R) value is 0.722, indicating a strong relationship between the variables brand ambassador (X1) and brand image (X2) on purchasing decision (Y), with a contribution of 51.1%. The adjusted R square value of 0.511, or the coefficient of determination, indicates that 51.1% of the variation in purchasing decisions is influenced by the brand ambassador and brand image variables, while the remaining 48.9% is influenced by other factors outside the scope of this study.