The effect of brand image, brand ambassador, and product quality on the purchase decision of Mustika Ratu products
(study on Sriwijaya University students)
Keywords:
brand ambassador, brand image, product quality, purchase decisionAbstract
The main purpose of this study was to determine the effect of brand image, brand ambassador, and product quality on purchasing decisions for Mustika Ratu products. The population in this study were all Sriwijaya University students who used Mustika Ratu products. The sample in this study was 100 people obtained through the purposive sampling technique. The analysis technique used is multiple regression analysis through SPSS 26. The results showed that the brand image, brand ambassador, and product quality variables had a significant effect on purchasing decisions. This research is useful for companies in making policies and preparing strategies. Some strategies that the company can develop are to maintain a good brand image in consumer perception, use brand ambassadors (Putri Indonesia and celebrity influencers) to promote products, and continue to innovate to improve product quality and quality.
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