Pengaruh Brand Ambassador dan Brand Image terhadap Keputusan Pembelian Produk L’Oréal Paris di Kota Medan

Abstract

The emergence of Covid-19 changed the lifestyle of almost everyone. Lifestyle changes that are clearly visible is the behavior of shopping offline to online. In addition, the Covid-19 pandemic has also caused consumptive behavior to increase. Consumer buying behavior from offline to online is also felt by the cosmetic industry. One of the cosmetic brands in Indonesia is L'Oréal Paris. Their statement campaign is "Because you are so valuable" that describes the image to encourage each woman. Brand ambassador and brand image are important factors in attracting consumers to purchase their products. This study aims to analyze the influence of brand ambassadors and brand image on purchasing decisions of L'Oréal Paris products in the city of Medan. The influence between the brand ambassador and brand image will be analyzed partially and simultaneously on purchasing decisions. The form of research used in this research is quantitative research with an associative approach. Sampling was done through purposive sampling technique and used 100 respondents as samples. The primary data used in this research was obtained by distributing questionnaires through google forms, while the secondary data was obtained through literature study. The data analysis method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis testing. The results of the research conducted indicate that the brand ambassador (X1) has a significant effect on purchasing decisions (Y) and the brand image (X2) also has a significant effect on purchasing decisions (Y). As for variable brand ambassador (X1) and brand image (X2) simultaneously affect purchasing decisions (Y). The coefficient of determination test shows that there is a very close relationship between brand ambassadors and brand image on purchasing decisions with an R value of 0.868. Through the adjusted R square it is also known that the brand ambassador and brand image variables contribute 74.9% to the purchasing decision variable, while the remaining 25.1% is influenced by other variables not discussed in this study.

Kemunculan Covid-19 merubah gaya hidup hampir semua orang. Perubahan gaya hidup yang jelas terlihat adalah perilaku belanja offline menjadi online. Selain itu, pandemi Covid-19 juga menyebabkan perilaku konsumtif meningkat. Perilaku pembelian konsumen secara offline menjadi online juga turut dirasakan oleh industri kosmetik. Salah satu brand kosmetik di Indonesia yaitu, L’Oréal Paris. Dengan mengunggah ungkapan “Karena anda begitu berharga” menggambarkan image untuk memberi semangat pada masing-masing perempuan. Brand ambassador dan brand image merupakan faktor penting dalam mempengaruhi konsumen dalam melakukan keputusan pembelian. Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh brand ambassador dan brand image terhadap keputusan pembelian produk L’Oréal Paris di kota Medan. Pengaruh antara brand ambassador dan brand image tersebut akan dianalisis secara parsial dan secara simultan terhadap keputusan pembelian. Bentuk penelitian yang digunakan dalam penelitian ini yaitu penelitian kuantitatif dengan pendekatan asosiatif. Pengambilan sampel dilakukan melalui teknik purposive sampling dan menggunakan 100 responden sebagai sampel. Data primer yang digunakan dalam penelitian ini diperoleh dengan menyebarkan kuesioner melalui google form sedangkan data sekunder diperoleh melalui studi kepustakaan. Metode analisis data yang digunakan adalah uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, dan uji hipotesis. Hasil penelitian yang dilakukan menunjukkan bahwa variabel brand ambassador (X1) berpengaruh secara signifikan terhadap keputusan pembelian (Y) dan variabel brand image (X2) juga berpengaruh secara signifikan terhadap keputusan pembelian (Y). Sementara itu, variabel brand ambassador (X1) dan brand image (X2) secara simultan mempengaruhi keputusan pembelian (Y). Uji koefisien determinasi menunjukkan bahwa terdapat hubungan yang sangat erat antara brand ambassador dan brand image terhadap keputusan pembelian dengan nilai R sebesar 0,868. Melalui nilai adjusted R square juga diketahui bahwa variabel brand ambassador dan brand image berkontribusi sebesar 74,9% terhadap variabel keputusan pembelian sedangkan sisanya sebesar 25,1% dipengaruhi oleh variabel lainnya yang tidak dibahas dalam penelitian ini.