Pengaruh Brand Ambassador dan Kualitas ProdukTerhadap Keputusan Pembelian Produk Kosmetik (Studi Pada Konsumen Oriflame di Kecamatan Buleleng)

Abstract

This study aims to examine the effect of brand ambassadors and product quality on purchasing decisions, either significantly or partially. The subjects of this study were consumers who had purchased or were currently using Oriflame cosmetic products in Buleleng District and the objectsin this study were brand ambassadors, product quality, and purchasing decisions. The number of samples used is 100 respondents with purposive sampling technique. The research design is causal quantitative and the data collected is analyzed through the use of multiple linear regression analysis. The results of the study show that (1) brand ambassadors and product quality have a significant influence on purchasing decisions, (2) brand ambassadors have a positive and significant influenceon purchasing decisions, (3) product quality has a positive and significant influence on purchasing decisions.