| dc.description.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. | en_US |
