Pratama, Farhan Rananda (2023) Pengaruh Brand Ambassador Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Ms Glow For Men (studi Kasus Mahasiswa Feb Uir). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine the influence of brand ambassadors and product quality on the purchase decision of MS Glow For Men products among FEB UIR students. The research method employed in this study is quantitative. The population for this research consists of students from the Faculty of Economics and Business at the Universitas Islam Riau. The sample size for this study is 96 respondents, selected using the sampling method proposed by Lemeshow in 1997. Data analysis for this research was conducted using SPSS, with multiple regression analysis applied. The research findings indicate that brand ambassadors have a positive and significant influence on the purchase decision of MS Glow For Men products. Product quality also has a positive and significant impact on the purchase decision of MS Glow For Men products. Simultaneously, both brand ambassador and product quality variables have a positive and significant impact on the purchase decision of MS Glow For Men products when considered together.

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