Neneng, Anggrawati (2024) Pengaruh Brand Ambassador Nagita Slavina, Brand Image Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Skincare Ms Glow (studi Kasus Pada Mahasiswa Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the Influence of Brand Ambassador Nagita Slavina, Brand Image and Product Quality on Purchasing Decisions for Ms Glow Skincare Products at the Islamic University of Riau. The population in this study were students of the Islamic University of Riau who used Ms Glow Skincare. And this study used a purposive sampling technique by distributing questionnaires totaling 100 respondents. The data sources were primary and secondary data, while the data collection technique used interviews and questionnaires. The data analysis technique used in this study was multiple linear regression testing using SmartPLS. The results of this study indicate that (1) partially the Brand Ambassador variable has an influence and is significant on Purchasing Decisions. (2) partially the Brand Image variable has a significant influence on Purchasing Decisions. (3) partially Product Quality has a significant influence on Purchasing Decisions. (4) simultaneously, Brand Ambassador, Brand Image and Product Quality have a significant influence on Purchasing Decisions.

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