Pengaruh Brand Image, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Azarine (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya Pengguna Produk Kecantikan Azarine). (The Influence of Brand Image, Brand Ambassador, and Product Quality on Purchasing Decisions for Azarine Beauty Products (Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya, Users of Azarine Beauty Products)).

Diyanti, Zulvi Ayu (2023) Pengaruh Brand Image, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kecantikan Azarine (Studi Pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya Pengguna Produk Kecantikan Azarine). (The Influence of Brand Image, Brand Ambassador, and Product Quality on Purchasing Decisions for Azarine Beauty Products (Study of Students at the Faculty of Economics and Business, University of 17 August 1945 Surabaya, Users of Azarine Beauty Products)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to determine: (1) the effect of brand image on purchasing decisions, (2) the effect of brand ambassadors on purchasing decisions, (3) the effect of product quality on purchasing decisions, (4) the effect of brand image, brand ambassadors, and product quality simultaneously on purchasing decisions. The population in this study were students of the Faculty of Economics and Business, University of August 17, 1945 Surabaya, users of Azarine beauty products with a sample size of 100 people. The data collection technique used a questionnaire. The data analysis tool used is using validity test, reliability test, normality test, multicollinearity test, heteroscedacity test, multiple regression test, f test, t test, and determination analysis. The results showed that: (1) brand image has a negative effect on purchasing decisions (2) brand ambassadors have a positive effect on purchasing decisions. (3) product quality has a positive effect on purchasing decisions (4) brand image, brand ambassadors, and product quality simultaneously have a positive influence on purchasing decisions. Keywords: Brand Image, Brand Image, Product Quality, and Purchasing Decisions.

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