Pengaruh Brand Ambassador, Brand Trust, dan Brand Image Terhadap Keputusan Pembelian Bedak Wajah Pixy
DOI:
https://doi.org/10.55606/jurrie.v5i2.9811Keywords:
Brand Ambassador, Brand Image, Brand Trust, Purchasing Decisions.Abstract
This study aims to analyze the influence of brand ambassadors, brand trust, and brand image on purchasing decisions for Pixy face powder in Batam City using a descriptive quantitative research approach. The population in this study is not known with certainty, so the sample determination was carried out using the Lemeshow formula with a sample size of 100 respondents. The sampling technique used purposive sampling. Data analysis was carried out through validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, and hypothesis testing using t-tests and F-tests. The results showed that brand ambassadors had a positive and significant effect on purchasing decisions with a contribution of 22.1%. Brand trust also had a positive and significant effect with a contribution of 33.1%. Meanwhile, brand image can also influence purchasing decisions with a contribution of 26.4%. Based on the results of the coefficient of determination (R²) analysis, brand ambassadors, brand trust, and brand image simultaneously were able to explain variations in purchasing decisions by 84.6%, while the remaining 23.6% was influenced by other factors outside the study. The results of both partial and simultaneous tests indicate that brand ambassadors, brand trust, and brand image have a positive and significant influence on purchasing decisions for Pixy face powder in Batam City.
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