Keputusan Pembelian Ditinjau Varian Produk, Citra Merek dan Brand Ambassador Terhadap Sunscreen Azarine di Surakarta

Abstract

Abstrak

Produk kecantikan saat ini menjadi salah satu kebutuhan wajib digunakan sehari-hari terutama perawatan kulit untuk melindungi dari sinar UV yaitu dengan memakai produk sunscreen, salah satunya mempergunakan produk sunscreen Azarine yang menawarkan berbagai varian produk sesuai kebutuhan jenis kulit. Penelitian ini bertujuan agar mengetahui yang mempengaruhi faktor variabel terikat keputusan pembelian pada Sunscreen Azarine di Surakarta. Variabel bebas yang diteliti ialah varian produk, citra merek dan brand ambassador. Metode penelitian ini penggunaan data primer diperoleh melakukan menyebarkan kuesioner melalui google form. Penelitian mempergunakan kuantitatif. Melakukan dengan teknik non probability sampling mempergunakan metode purposive sampling. Populasi pada penelitian adalah konsumen yang membeli Sunscreen Azarine di Surakarta pada Toko Monita Salon Supllier. Sampel yang diteliti sebesar 100 responden. Responden dianalisis mempergunakan regresi linier dengan bantuan SPSS V.16. Hasil penelitian menjelaskan bahwasanya varian produk, citra merek dan brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian.

Kata kunci: Varian Produk, Citra Merek dan brand Ambassador

Abstract

Currently, beauty products are one of the necessities that must be used on a daily basis, particularly skin care to protect against UV rays, specifically by using sunscreen products, one of which is the Azarine Sunscreen product, which offers various product variants based on the requirements of different skin types. This study aims to determine which factors influence the dependent variable when it comes to Sunscreen Azarine purchase decisions in Surabaya. The variables of interest were product variant, brand image, and brand ambassadors. This research procedure utilises primary data collected via Google form questionnaire distribution. quantitative research methods. Using a non-probability sampling technique with a method of purposive sampling. This study's population consisted of consumers who purchased Sunscreen Azarine from the Monita Salon Supllier Store in Surakarta. The study sample consisted of 100 respondents. SPSS V.16 was utilised to conduct a linier regression analysis on the respondents. According to the study's findings, product variants, brand image, and brand ambassadors have a positive and statistically significant impact on purchasing decisions.

Keywords : Product Variant, Brand Image and Brand Ambassador