Pengaruh Penggunaan Brand Ambassador Nagita Slavina dan Brand Image Terhadap Keputusan Pembelian Skincare Ms Glow

Abstract

The sample used is 100respondents. This study uses path analysis with the help of Statistical Product and Service Solution (SPSS) 16 for windows. The results of this study can be stated that H0 is rejected, meaning that there is a significant and strong relationship between Brand Ambassador (X1) and Brand Image (X2). The partial effect can be concluded that the Brand Ambassador does not significantly influence the Purchase Decision because the value of Sig. (0.466) > (0.10) and t count (0.732) < t table (1.661) then H0 is accepted. Brand Image partially affects the Purchase Decision because the value of sig. (0.000) < (0.10) and t count (6.785) > t table (1.661) then Ho is rejected. Thus it can be concluded that Brand Ambassador and Brand Image simultaneously influence the Purchase Decision.