Pengaruh Citra Merek, Harga, Kualitas Produk dan Celebrity Endorse terhadap Keputusan Pembelian Produk Ms Glow ( Studi pada Konsumen Ms. Glow Pandaan)

Syaifuddin Fahmi, Alfina Laily Soumi

Abstract


Abstract

This study aims to examine and analyze the effect of brand image, product quality, price, and celebrity endorsements on purchasing decisions of Ms Glow products at Ms Glow Store Pandaan. The research methodology used is quantitative research with a survey method. The sampling technique used is simple random sampling with a total of 100 respondents. The data collection technique used a questionnaire which was processed using SPSS version 25. Data analysis used multiple linear regression. The results showed (1) there is a positive influence of brand image on purchasing decisions of Ms Glow products; (2) there is a positive effect of product quality on product purchasing decisions Ms. Glow; (3) there is a positive effect of price on the decision to purchase Ms Glow's products: (4) there is a positive effect of celebrity endorsement on the decision to buy Ms Glow's product. Brand image, product quality, price, and celebrity endorsement factors have an influence of 78.8% on Ms Glow's product purchase decisions, while the remaining 21.2% is influenced by other variables not included in this study.

 

Abstrak

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh citra merek, kualitas produk, harga, dan celebrity endorsement terhadap keputusan pembelian produk ms glow di ms glow store pandaan. Metodologi penelitian yang digunakan adalah penelitian kuantitatif dengan metode survei. Teknik pengambilan sampel yang digunakan adalah simple random sampling dengan jumlah responden sebanyak 100 orang. Teknik pengumpulan data menggunakan kuesioner yang diolah menggunakan spss versi 25. Analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan (1) terdapat pengaruh positif citra merek terhadap keputusan pembelian produk ms glow; (2) terdapat pengaruh positif kualitas produk terhadap keputusan pembelian produk ms. Glow; (3) terdapat pengaruh positif harga terhadap keputusan pembelian produk ms glow: (4) terdapat pengaruh positif celebrity endorsement terhadap keputusan pembelian produk ms glow. Faktor citra merek, kualitas produk, harga, dan celebrity endorsement mempunyai pengaruh sebesar 78,8% terhadap keputusan pembelian produk ms glow, sedangkan sisanya sebesar 21,2% dipengaruhi oleh variabel lain yang tidak dimasukkan dalam penelitian ini.


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DOI: http://dx.doi.org/10.47201/jamin.v4i1.104

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