Pengaruh Brand Awareness, Product Quality, dan Brand Ambassador terhadap Purchase Decision Produk Scarlett (Studi Kasus pada pengunjung toko Underprice Skincare)

Abstract

The cosmetics and skincare industry in Indonesia has experienced very positive developments in recent years. This is influenced by the increasing public awareness of the importance of self-care, both in terms of health and appearance. The rise of the beauty phenomenon among skincare users in Indonesia is increasing, one of which has an impact on purchasing decisions for products from the Scarlett brand. Factors that can stimulate consumers to make purchases are Brand Awareness, Product Quality, and Brand Ambassador. This study aims to determine the effect of Brand Awareness, Product Quality, and Brand Ambassador on Purchase Decisions for Scarlett products (Case Study on visitors to Underprice Skincare Stores). This method uses a quantitative method. The type of research used in this study is associative research. The population in this study were visitors to Underprice Skincare Stores who had purchased Scarlett at the store. Data sources used in this study were primary and secondary data. The sample in this study was 97 people taken using a purposive sampling technique. Data collection used a questionnaire via Google Form. The analysis technique used multiple linear regression analysis. The results of this study indicate that Brand Awareness, Product Quality, and Brand Ambassador have a positive and significant influence, both partially and simultaneously, on Purchase Decision. The Brand Ambassador variable has a dominant influence compared to other variables. The coefficient of determination (R2) shows that the independent variable can explain Purchase Decision well, amounting to 88.5%. While the rest is influenced by other factors not discussed in this study.