SKRIPSI: Pengaruh Brand Ambassador, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Lipstik Merek Wardah di Yogyakarta

ANGGRAINI, Intan Sari (2025) SKRIPSI: Pengaruh Brand Ambassador, Kualitas Produk dan Harga terhadap Keputusan Pembelian Produk Lipstik Merek Wardah di Yogyakarta. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of brand ambassadors, product quality, and price on purchasing decisions for Wardah brand lipstick products in Yogyakarta. The sample in this study were people who were at least 17 years old, female, had purchased Wardah brand lipstick products at least once in the past year, and knew Wardah brand ambassadors including Dewi Sandra, Amanda Rawles, and Dinda Hauw. The number of samples was 100 respondents, the sampling technique used non probability with purposive sampling method, the methods used were instrument test, basic assumption test, classical assumption test, multiple linear analysis, Goodness of Fit test, coefficient of determination test, and t test. The results of this study can be concluded that brand ambassadors and product quality have a positive and significant effect on purchasing decisions for Wardah brand lipstick products in Yogyakarta, while price has no effect on purchasing decisions for Wardah brand lipstick products in Yogyakarta.

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