�Volume 4, No. 5 Mei 2023
p-ISSN 2722-7782 |
e-ISSN 2722-5356
DOI:
https://doi.org/
THE INFLUENCE OF PRODUCT QUALITY,
PRICE PERCEPTION, AND BRAND AMBASSADORS ON PRODUCT PURCHASE DECISIONS GARNIER
FACIAL CLEANSING SOAP
Syifa Mutiara Rachmah, Elwisam, Kumba Digdowiseiso*
Faculty of Economics and Business, National University, Jakarta
Email : [email protected], [email protected], [email protected]*
Abstract:
This study aims to determine how much influence the
influence of product quality, price perception, and brand ambassadors has on
purchasing decisions for Garnier facial cleansing soap products in Jakarta.
Data for primary data was used in this study to 100 respondents in the Garnier
product respondent questionnaire. The analysis used in this study is SPSS
version 23 which is used in the analysis of this study is multiple linear
regression. The finding demonstrated that Product Quality, Perceived Price, and
Brand Ambassador have a positive and significant impact on decisions to
purchase Garnier products. This indicates that Garnier will increase purchasing
decisions if it influences Product Quality, Perceived Price, and Brand
Ambassador. The coefficient of determination (Adjusted R Square) value of 0.616
indicates that the factors Product Quality, Perceived Price, and Brand
Ambassador perception contribute 61.6 %to the decision to purchase Garnier
products, while other factors that were not examined influence 38.4%.
Keywords: Effect of Product
Quality, Perceived Price, and Brand Ambassador on Purchasing Decisions
INTRODUCTION
In this day and
age this business is also influenced by the many needs of the community that
must be met to make a company to be loved by the community. In the development
of the business world, many competitors are increasingly tight and must develop
to think in terms of strategies in Garnier products in the eyes of consumers,
this is related to the desire of buyers to buy continuously on Garnier
products. Garnier in the Jakarta market has many product variants but buyers of
Garnier products will believe in Garnier products that are considered high
quality buyers.
At the time
Garnier is not only a fairly complete need but most of the buyers make Garnier
products as a lifestyle necessity so that at this time everyone has more than
one Garnier product variant. With the progress and development of the times in anticipation
is no longer just hair care, skin care and self-care, but a need to protect
yourself.
Garnier was
founded by Alfred Amour Garnier in Blois, Paris in 1904. Starting from hair
care products with natural ingredients, Garnier continues to grow and began to
work in the world of skin care Garnier believes nature has provided the best solutions
for personal care, so Garnier products always use natural ingredients. Garnier
is a long-standing and experienced product, it is not
surprising that Garnier products have a very strong brand image because Garnier
products are booming throughout the world. Because Garnier products are brands
that continuously follow developments in the world of beauty and release new
products that are desired by consumers.
See Garnier's 118
years of hair-care, skincare and self-care products to consumer needs. In
Jakarta, Garnier products are commonly used by young to old people to be used
as hair care, skin care and self-care for consumer needs, but often over time Garnier
products are often used in daily activities. Plus with
a series of products with the latest innovations.
Consumer
decisions in this case choose and use identical products that are typical of
purchasing decisions (Kotler, 2009). The decision to buy by consumers on a
product begins with the buyer's awareness of the needs that must be met.
Consumers are aware of the difference between actual conditions and desired
conditions. This results in consumers actively seeking more information to find
out the products they are interested in and suitable for use. Consumer Purchase
Decision is a condition where consumers have a decision on the brand and a
tendency to decide on their purchases in the future. Purchasing decision is a
stage in a buyer's decision making where consumers actually buy a product.
Based on the conclusion above that purchasing decision is a process of
consumers making purchases that include what will be bought.
Based on data
obtained from the source Summer: www.topbrand-award.com that Garnier products
experienced an increase in market share. In 2021 Garnier products gained a
market share percentage of 17.8%, and in 2021 Garnier products also experienced
an increase in the percentage of market share share
that was sufficient from 18.6%. This shows that Garnier products have not been
able to dominate market share in the category of "beauty products
"facial cleansing soap" this factor is influenced by product quality,
price perception, brand ambassador for the purchase decision of Garnier facial
cleansing soap products in Jakarta.
Product quality
is the first element that consumers see from a product to be a consideration
for a consumer to make a purchase. So that product quality is an important key
where the product is assessed whether it is good or not, through the form, benefits
and even the feasibility of using the product. Products are in the form of
goods or services offered from producers to get attention, sought, obtained
through purchases, then used or used by the market as a place to meet market
needs or desires related to daily needs (Ummat & Hayuningtias, 2022)
According to
(Kotler &; Armstrong, 2018) Product Quality is one of the main means of
infrastructure for marketers' positioning tools. Quality affects the
performance of a product or service thus, it is
closely related to the values and customer satisfaction in buying products or
services. While According to (Kotler &; Keller K,
2016), Product Quality is an advantage, an item to supply appropriate results
or performance even exceeding what is desired by customers.
According to
(Cockrill & Goode, 2010), price perception is a psychological factor from
various aspects that has an important influence on consumer reaction to prices.
That's why price perception becomes the reason why someone makes the decision
to buy. Meanwhile, according to (Priyanto, 2013) Priyanto (2013), price perception is the relative cost that
consumers must spend to obtain the desired product or service.
According to (Rangkuti 2008) price perception is the relative cost that
consumers are thirsty to spend to get the desired product or service. Based on
the above conclusion that price perception is a price related to price
information and can be understood the products / services he wants and give
deep meaning to them.
A brand
ambassador is someone appointed to represent and provide information on a
product to consumers, so that they can encourage and invite consumers to make
purchasing decisions (Aryanti, L. W et al., 2021).
Brand ambassadors chosen by companies to advertise their products are usually
figures who have popularity and are known by the public such as, actors or
artists, singers, athletes, musicians and others (Restu
et al., 2020). Brand ambassadors are expected to be spokespersons for a
product, so that consumers are encouraged to buy the products offered (Devi
&; Jatisidi, 2020).
Based on some of
the definitions above, it can be stated that a brand ambassador is a figure who
has the expertise, ability to represent and provide information on a product to
consumers so as to influence consumers to buy the products offered. Garnier's
target audience is not only the general public but also in all circles. In
Jakarta, which is quite a lot as Garnier's target market and can be one of
Garnier's products that are widely used by consumers in Jakarta. Garnier brands
itself as a hair care product with natural ingredients, Garnier continues to
grow and start working in the world of skin care Garnier believes nature has
provided the best solutions for self-care so that it is suitable for all people.
From these
research problems, the following research questions were compiled: 1) Does
Product Quality have a positive and significant effect on the purchase decision
of "Garnier products" in Jakarta? 2) Does Product preparation have a
positive and significant effect on the purchase decision of "Garnier
products" in Jakarta? 3) Does the Product Brand Ambassador have a positive
and significant influence on the purchase decision of "Garnier products in
Jakarta?
Based on the
formulation of the problem above, the objectives of this study are as follows:
1) To determine and analyze the positive and significant influence of product
quality on the purchase decision of "Garnier products" in Jakarta. 2)
To know and analyze the influence of perception on positive and significant
purchasing decisions of "Garnier products" in Jakarta. 3) To know and
analyze the influence of brand ambassadors on positive and significant. This
research is expected to help companies to find out how much influence product
quality has on consumer purchasing decisions of Garnier products in Jakarta so
that it can be taken into consideration in attracting consumers.
RESEARCH
METHODS
Some research
objects have the properties of the state of an object, person, or become the
center of research attention. According to (Sugiyono,
2017) the object of research is the attribute or feature or value of a person,
object or activity that the researcher defines can be researched and after that
conclusions are made into the object of research. In this study, purchasing
decisions are influenced by product quality, price perception and brand
ambassador influence.
This research
was conducted on Garnier consumers who made purchases in Jakarta. The reason
researchers chose this object is as a source of this research data and to
determine which research object influences purchasing decisions.
This research
method is Quantitative can be interpreted as a research method based on
positivism, which is used to study certain populations or samples; sampling
methods are usually random; Research instruments are used to collect
quantitative or statistical data used to test hypotheses.
This research
uses quantitative techniques using survey data sources or research subjects
with characteristics determined by the researcher, from which conclusions are
drawn. The population used in this study used primary data types. This primary
data is information collected directly from respondents, especially information
compiled based on responses to questionnaires distributed to Garnier consumers
in Jakarta.
The
population and sample in a study need to be determined with the aim that the
research carried out really gets the data as expected. There is a discussion of
population and samples. According to (Sugiyono, 2017)
population is a general domain consisting of objects or subjects with certain
properties and characteristics determined by the research under study and the
conclusions drawn from it. Based on the population of Jakarta, the survey found
that the population of Jakarta is 100 people.
Sugiyono (Sugiyono, 2017) said the non-probability sampling technique
is a purposive sampling technique, where sampling is done by selecting
respondents because they have certain considerations. To meet these
requirements, in determining the number of samples, researchers use the Taro
Yamane calculation formula (Riduwan, 2015).
This study
used questionnaires as a data collection method. A questionnaire is a data
collection method that asks respondents a series of written questions (Sugiyono., 2017). The survey uses the Likert scale which
consists of several questions regarding product quality, perceived price, and
brand ambassadors in their purchasing decisions.
The data
collection tools used in this study are data processing, articles and journals
related to the topic of discussion of this research. The data collection
technique in this study is descriptive analysis. Descriptive analysis is
processed for each variable. IBM SPSS 23 statistical software was used for data
processing in this study. Analysis method after the data is collected, then
analyzed using data collection techniques. In this analysis, the study authors
aim to answer a question that exists in problem identification. Using the data
analysis method, which is done by statistical analysis, namely IBM statistical
software 23
RESULTS AND
DISCUSSION
A. Descriptive
Analysis of Respondents
The
criteria used in this survey were respondents' gender, age, occupation, income,
and whether they purchased Garnier products. Before. The purpose of data
collection is to collect information for analysis given the context of the
study. In this study, 100 people were interviewed using questionnaires sent to
those who purchased Garnier products.
1.
Characteristics of respondents by gender
The
results of the study involved 100 respondents or samples, who were users of
Garnier products. There were 5 male respondents (5%) and a total of 95 female
respondents (95%). Based on the results of the data, it can be concluded that
from the sample taken, which is up to 100 respondents, the majority of
respondents sampled, namely 95 or 95%, are female.
2. Characteristics
of respondents by age
The
results of research with 100 respondents or samples are users of Garnier
products. Based on the Results of Age Frequency Distribution, it can be seen
that the grouping of 100 respondents based on age is. There were 44 people aged
17-20 with a percentage of 44%, 50 people aged 21-30 with a percentage. The
value is 50% and the age of 31-40 years there are 6 people whose percentage
value is 6%. This data shows that the age of 21 to 30 years is the labor productivity
of the population at that age, so that workers at that age can do their jobs
well.
3.
Characteristics of respondents based on occupation
Based on the
Results of the Frequency Distribution of Types of Jobs, it can be seen that
from 100 respondents used for research, information was obtained that 35
respondents had jobs as students / students with a percentage of 35%, 44
respondents had employee jobs with a percentage of 44%, 16 respondents had
self-employed jobs with a percentage of 16%, 5 respondents had civil servant
jobs, and 0 respondents had IRT jobs with a percentage of 0%.
4. Characteristics
of respondents by income
Based
on the Results of the Income Frequency Distribution, it can be seen that from
the 100 respondents used, information was obtained that 23 respondents had an
income of 500,000-1,000,000 with a percentage of 23%, 10 respondents had an
income of 1,000,000-2,000,000 with a presentation of 10%, 66 respondents had an
income of >2,000,000 with a percentage of 66%, and 1 respondent had an
income of <500,000 with a percentage of 1%.
5.
Characteristics of respondents based on having purchased Granier products
Based
on the results of Respondents' Characteristics Based on Having Purchased
Granier Products, it can be seen that from 100 respondents used for research,
information was obtained that 94 respondents had ever purchased Garnier
products with a percentage of 94%, and 6 respondents had never purchased
Garnier products with a percentage of 6%.
6. Descriptive
Analysis
Descriptive
Analysis The influence of product quality, price perception and brand
ambassadors on purchasing decisions is an analysis taken from survey data
shared with consumers of Garnier cleaning products in Jakarta. The purpose of
this study was to determine the influence of product quality, price perception
and brand ambassadors on purchasing decisions based on the results of
quantitative responses on the Likert scale.
Based
on the statements on the questionnaire that have been submitted to respondents,
various kinds of perceptions were obtained on the independent variables The
influence of product quality (X1), price perception (X2), and brand ambassador
(X3) on the purchase decision of Garnier beauty products (Y) in Jakarta, each
variable is different statement items. In data analysis, this study was
conducted using statistical calculation methods and SPSS software version 23,
and the results were as follows:
a). Effect
of Product Quality (X1)
Based
on the results of the respondents' assessment as a research sample, the mean
value of the influence of product quality was 4.25. This shows that every
statement on this variable, answered respondents with a majority agreeing. The
highest average was obtained in the fourth variable, which was 4.33, and the
lowest average was obtained in the second variable, which was 4.09.
b) Effect of
Price Perception (X2)
Based
on the results of the respondents' assessment as a research sample, the mean
value of the price perception variable was 4.17. This shows that every
statement on this variable, answered respondents with a majority agreeing. The
highest average was obtained in the third variable, which was 4.27 and the
lowest average was obtained in the first variable, which was 4.06.
c).
Influence of Brand Ambassador (X3)
Based
on the results of the respondents' assessment as a research sample, the mean
value of the brand ambassador was 4.22. This shows that every question on this
variable, answered respondents with a majority agreeing. The highest average
was obtained in the first variable which was 4.33 and the lowest average was
obtained in the second variable which was 4.03.
d) Influence
of Product Purchase Decisions (Y)
Based
on the results of the respondents' assessment as a research sample, the mean
value of the purchase decision was 4.24. This shows that every question on this
variable, answered respondents with a majority agreeing. The highest average
was obtained in the first and fifth variables of 4.30 and the lowest average
was obtained in the third variable of 4.10.
7. Complete
Results of Research Estimates
a. Uji Validitas
1) Product
Quality (X1)
Based
on the results of Product Quality (X1) data, it can be seen that all
questionnaires aimed at having a corrected Item Total Correlation value that is
greater than the rtable value in the 100th N sample,
which is 0.1966 which means that the entire rcount is
greater than the rtable. From the output of the
validity test, the largest coefficient value of the Product Quality variable is
found in the fourth statement, which is 0.794, while the smallest value is
found in the third statement with a value of 0.763.
Based
on the results of the overall output of the validity test submitted using the
SPSS 23 program as a calculation tool on the independent variable Product
Quality, it is declared valid, so that all statements from the variable can be
used for the next stage.
2) Price
Perception (X2)
Based
on the results of the Validity of Price Perception Effect (X2) test Based on
the results of Table 4.12, it can be seen that all questionnaires aimed at
having a corrected Item Total Correlation value that is greater than the rtable value in the 100th N sample, which is 0.1966 which
means that the entire rcount is greater than the rtable. From the output of the validity test, the largest
coefficient value of the Price Perception variable was found in the fourth
statement, which was 0.819, while the smallest value was found in the second
statement with a value of 0.731. Based on the results of the overall output of
the validity test submitted using the SPSS 23 program as a calculation tool on
the independent variable of Price perception, it is declared valid, so that all
statements from the variable can be used for the next stage.
3) Brand
Ambassador (X3)
Based
on the results of the Brand Ambassador Influence Validity test (X3) based on
the results of Table 4.13, it can be seen that all questionnaires aimed at
having a corrected Item Total Correlation value that is greater than the rtable value in the 100th N sample, which is 0.1966 which
means that the entire rcount is greater than the rtable. From the output of the validity test, the largest
coefficient value of the Product Quality variable is found in the fourth
statement, which is 0.794, while the smallest value is found in the third
statement with a value of 0.763. Based on the results of the overall output of
the validity test submitted using the SPSS 23 program as a calculation tool on
the independent variable Product Quality, it is declared valid, so that all
statements from the variable can be used for the next stage.
4) Product
Purchase Results (Y)
Based
on the results of the Validity Test of the Effect of Product Purchase Decision
(Y) Based on the results of Table 4.13, it can be seen that all questionnaires
aimed at having a corrected Item Total Correlation value that is greater than
the value of rtable in the 100th N sample, which is
0.1966 which means that the entire rcount is greater
than the rtable. From the output of the validity
test, the largest coefficient value of the Product Purchase Decision variable
is found in the first and fifth statements, which is 0.815, while the smallest
value is found in the third statement with a value of 0.621.
Based
on the results of the overall output of the validity test submitted using the
SPSS 23 program as a calculation tool on the independent variable of the
Product Purchase Decision, it is declared valid, so that all statements from
the variable can be used for the next stage.
b.
Reliability Test
Based
on the results of the Reliability test of the Variable of the Influence of
Product Quality (X1), it can be seen that the overall questionnaire items of
each variable Product Quality, Price Perception, Brand Ambassador and Product
Purchase Decision in this study show reliable results that can be seen in the
value of Cronbach's Alpha overall variable has a good value of above 0.6. So it can be interpreted that all values of this research
variable are said to be good and acceptable.
B. Effect of
Product Quality (X1) on Purchasing Decision (Y)
Based
on the results of research conducted by researchers, it was found that product
quality has a positive and significant effect on purchasing decisions for garnier products. Through the distribution of
questionnaires to people in Jakarta, the average result of the average product
quality (X1) as a whole shows that the product quality
gets a good value. The highest average total score was found in the fourth
question item with a value of 4.33 and the lowest average score was found in
the second question item with a value of 4.09.
Based
on the results of hypothesis testing, there is a positive and significant
influence. This positive and significant influence indicates that improving
product quality can influence purchasing decisions for garnier
products. This is also evident from the coefficient value of 0.616, which means
that the better the quality of the product owned, the higher the decision to
purchase garnier products.
The
results of this study are reinforced by research conducted (Ummat &; Hayuningtias, 2022) showing the results that product
quality has a positive and significant effect on purchasing decisions of
republican nature products. Research conducted (Amalia, 2019) shows that
product quality has a positive and significant effect on purchasing decisions
(Case Study on Endess Noodle Consumers in Bangkalan).
C. Influence
of Price Perception (X2) on Purchase Decision (Y)
Based
on the results of research conducted by researchers, it was found that price
perception has a positive and significant effect on purchasing decisions for garnier products. Through the distribution of
questionnaires to people in Jakarta, the average result of the average price
perception (X2) as a whole shows that price perception
gets a good value. The highest average total score was found in the third
question item with a value of 4.27 and the lowest average score was found in
the first question item with a value of 4.06.
Based
on the results of hypothesis testing, there is a positive and significant
influence. This positive and significant influence indicates that increased
price perception can influence purchasing decisions for garnier
products. This is also evident from the coefficient value of 0.351, which means
that the better the price perception you have, the higher the decision to buy garnier products.
The
results of this study are reinforced by research conducted (Adipramita
&; Cempena, 2019) showing the results that price
perception has a positive and significant effect on purchasing decisions at the
Lancar Jaya Sekaran Gold Jewelry Store, Lamongan. Research conducted (Ummat &; Hayuningtias, 2022) shows the results that price perception
has a positive and significant effect on purchasing decisions of republican
nature products.
D. Influence
of Brand Ambassador (X3) on Purchase Decision (Y)
Based
on the results of research conducted by researchers, it was found that brand
ambassadors have a positive and significant influence on purchasing decisions
for garnier products. Through the distribution of
questionnaires to people in Jakarta, the average result of the mean brand
ambassador (X3) as a whole shows that brand
ambassadors get good grades. The highest average total score was found in the
first question item with a value of 4.33 and the lowest average score was found
in the second question item with a value of 4.03.
Based
on the results of hypothesis testing, there is a positive and significant
influence. This positive and significant influence indicates that an increase
in brand ambassadors can influence the purchase decision of garnier
products. This is also evident from the coefficient value of 0.274, which means
that the better the brand ambassador owned, the higher the decision to purchase
garnier products.
The
results of this study are reinforced by research conducted (Rahayu, 2021)
showing that brand ambassadors have a positive and significant influence on
purchasing decisions for Korean Spicy Chicken delicious noodles in Lumajang Regency. Research conducted (Ummat &; Hayuningtias, 2022) shows the results that brand
ambassadors have a positive and significant influence on purchasing decisions
for republican nature products.
CONCLUSION
Based on the
results of the above research from the previous chapter, as well as the
discussion that was accompanied by conclusions drawn based on data analysis
from the discussion conducted, as well as discussions accompanied by theories
and concepts that support this study entitled The Influence of Product Quality,
Price Perception, Brand Ambassador on the Purchase Decision of Garnier Facial
Cleansing Soap Products in Jakarta:
The Effect of Product Quality on Purchasing
Decisions
Based on the
discussion in Chapter 4, it can be explained that the influence of product
quality variables on purchasing decisions has a significance value of 0.006
(0.006 and < a = 0.05). Then H1 becomes: Accepted. Therefore, it can be
stated that product quality has a positive and important influence in
purchasing decisions for Garnier facial soap products in Jakarta.
The Effect of
Price Perception on Product Purchase Decisions Based on the changes in chapter
4, it can be explained that the influence of the Price Perception variable on
Purchasing Decisions is significant at 0.002 (0.002 < a = 0.05), then H1 is
accepted, so it can be stated that Price Perception has a positive and
significant effect on the Purchase Decision of Garnier Face Cleansing Soap
Products in Jakarta.
The Influence of
Brand Ambassadors on Product Purchase Decisions Based on the discussion in
Chapter 4, the influence of brand ambassador variables on purchasing decisions
has a significance value of 0.013 (0.013 and < a = 0.05), so H1. Accepted.
Therefore, it can be stated that brand ambassadors have a positive and
important influence in purchasing Garnier facial soap products in Jakarta.
BIBLIOGRAFI
Alma, B. (2011). Manajemen Pemasaran dan Pemasaran Jasa.
Amalia, N. (2019). Pengaruh
Citra Merek, Harga Dan Kualitas Produk
Terhadap Keputusan Pembelian
(Studi Kasus Pada Konsumen
Mie Endess Di Bangkalan). Jurnal Studi Manajemen Dan Bisnis, 6(2),
96�104. https://doi.org/10.21107/jsmb.v6i2.6688
Aryanti, L. W, K., Imbayani, I. G.
A., & Ribek, P. K. (2021). Pengaruh
Brand Equity, Social Media Marketing Dan Brand Ambassador Terhadap
Keputusan Pembelian Wine Pada PT Hatten Bali.
Assauri, S. (2009). Manajemen Pemasaran Konsep Dasar dan
Strategi. Edisi Pertama Penerbit. PT. Raja Grafindo Persada. Jakarta.
Cockrill, A., & Goode, M. (2010). Perceived Price
and Price Decay in the DVD Market. The Journal of Product and Brand Management.
David, F. R. (2011). Strategic Management.Jakarta:
Buku 1 Edisi 12.
Davin, J., & Metta, P. (2016). Pengaruh
Kualitas Produk dan Harga Terhadap KeputusanPembelian Konsumen.
Devi, M. S., & Jatisidi,
A. (2020). Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Produk Vivo Smartphone Pada Komunitas
Facebook Vivo Smartphone.
Dzulkharnain, E. (2019). Pengaruh Persepsi Harga, Citra Merek Dan Kualitas
Produk Terhadap Keputusan Pembelian.� Jurnal Administrasi Bisnis.
Ghozali. (2018). Aplikasi Analisis Multivariate Dengan
Program SPSS.
Ghozali, I. (2013). Aplikasi Analisis Multivariate Dengan
Program SPSS. Universitas Diponegoro.
Kolter, & Amstrong. (2016). Manajemen
pemasaran.
Kotler, P., & Keller, K, L. (2009). Manajemen Pemasaran. Jilid 1. Edisi Ketiga belas.
Penerbit Erlangga. Jakarta.
Kotler, philip dan Amstrong,
G. (2016). Dasar-dasar Pemasaran.
Erlangga. Kotler, & Armstrong. (2008). Prinsip�Prinsip Pemasaran.
Kotler, P., & Armstrong., G. (2014). �Principle Of
Marketing.� In New Jersey: Pearson Pretice Hall.
Kotler, P., & Keller
K, L. (. (2016). Manajemen Pemasaran. Penerjemah Bob Sabran Edisi 14. Erlangga,
Jakarta.
Kuncoro, M. (2013). Teori
dan Aplikasi untuk Bisnis dan Ekonomi. Edisi ke 2. AMP YKPN.
Kusuma Rizal Wahyu.
(2015). PENGARUH KUALITAS PRODUK, HARGA, FASILITAS DAN EMOSIONAL TERHADAP
KEPUASAN PELANGGAN.
Lea-Greenwood, G. (2012).
Fashion marketing communications E-book. Wiley.
Mowen, J., & Minor.,
M. (2022). Perilaku Konsumen.
Napitupul, F. (2019).
Pengaruh harga dan kualitas produk terhadap kepuasan pelanggan pada pt.
Ramayana lestari sentosa.
Pardede, R., &
Haryadi., T. Y. (2017). �Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Keputusan
Pembelian Konsumen Yang Dimediasi Kepuasan Konsumen.�
Priansa, D. J. (2017).
Komunikasi Pemasaran Terpadu.
Priyanto, D. (2013).
Analisis Antecedents Keputusan Pembelian. Alfabeta, Bandung.
Priyatno, D. (2014).
Mandiri Belajar Analisis Data dengan Spss.
Rachmat, Z., & Budi,
H. (2022). Manajemen Pemasaran Perusahaan. Rahayu, F. (2021). PENGARUH BRAND
AMBASSADOR DAN IKLAN TERHADAP KEPUTUSAN PEMBELIAN MIE SEDAAP KOREAN SPICY
CHICKEN DI KABUPATEN LUMAJANG.
Restu, W. F., Ramdan, A.
M., Sunarya, E., & Santika, R. (2020). Analisis Iklan Ruang Guru Dan Brand
Ambassador Dalam Meningkatkan Kepercayaan Konsumen Pengguna Ruang Guru.
Riduwan. (2015).
Dasar-Dasar Statiska. Bandung : Alfabeta.
Sagia, A., &
Situmorang, S. . (2018). PENGARUH BRAND AMBASSADOR, BRAND PERSONALITY DAN
KOREAN WAVE TERHADAP KEPUTUSAN PEMBELIAN PRODUK NATURE REPUBLIC ALOE VERA.
Sangadji, E. M., &
Sopiah. (2013). Perilaku Konsumen.
Shimp, T. A., &
Andrews, J. C. (2010). Periklanan Promosi. Erlangga.
Stanton, W. J. (2013).
Prinsip Pemasaran.Alih Bahasa oleh Buchari Alma. Jilid Satu.Edisi Kesepuluh.
Jakarta : Erlangga.
Sudaryono. (2016).
Manajemen pemasaran Teori dan Implementasi.
Sugiyono. (2017a). Metode
Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung : Alfabeta, CV.
Sugiyono. (2014). Metode
Penelitian kualitatif dan R&D Bandung Alfabeta. Sugiyono. (2017). Metode
Penelitian Kuantitatif, Kualitatif dan R&D. CV. Alfabeta. Sutrisno.
Sugiyono. (2020). Metode
Penelitian Kualitatif. Bandung: Alfabeta. SUSAN, E. (2019). Manajemen Sumber
Daya Manusia. Adaara: Jurnal Manajemen Pendidikan Islam, 9(2), 952�962. https://doi.org/10.35673/ajmpi.v9i2.429
Syafina. (2019). Metode
Penelitian Akuntansi Pendekatan Kuantitatif.
Ummat, R., &
Hayuningtias, K. A. (2022). PENGARUH KUALITAS PRODUK, BRAND AMBASSADOR DAN
PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN NATURE REPUBLIC.
Wardani, E.S, &
Santosa, A. (2020). PENGARUH HALLYU, AMBASSADOR MEREK,DAN CITRA MEREK TERHADAP
KEPUTUSAN PEMBELIAN ATAS PRODUK REPUBLIK NATUR.
|
Copyright holder: Syifa Mutiara Rachmah, Elwisam, Kumba Digdowiseiso *
(2023) |
|
First publication right: |
|
This article is licensed under:
|
