SKRIPSI: Pengaruh Brand Ambassador, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Maybelline

Anggista, Nur Vitasari (2023) SKRIPSI: Pengaruh Brand Ambassador, Brand Image, dan Kualitas Produk terhadap Keputusan Pembelian Kosmetik Maybelline. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the influence of Brand Ambassador, Brand Image, and Product Quality on Maybelline Cosmetics Purchasing Decisions. The method used in this research is a quantitative method. The sample of this research is women aged over 17 years who have bought and used Maybelline Cosmetics in Yogyakarta. The data collection technique is using questionnaires. The number of samples is 105 respondents. The sampling technique is using the Non-probability sampling model. The sample selection technique in this study is purposive sampling. The tests used to analyze the data in this study were validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, compatibility test, multiple linear regression test, t test, and the coefficient of determination test. The results of the study show that brand ambassadors, brand image, and product quality have a significant effect on purchasing decisions. Based on the test results of the coefficient of determination (adjusted R2) showed a result of 0.715 (71.5%). This means that the variables brand ambassador, brand image, and product quality have an influence of 71.5% on the purchasing decision variable, while the remaining 28.5% is influenced by other variables not included in this study.

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