Pengaruh Beby Tsabina sebagai Brand Ambassador dan Harga terhadap Keputusan Pembelian Barenbliss
Main Article Content
The purpose of this study is to calculate the impact of Barenbliss brand ambassadors on consumer propensity to buy products, identify how price affects consumer choices in buying Barenbliss products, and find out how much price and Beby Tsabina as brand ambassadors influence people's choices to buy Barenbliss products. This research method uses a survey approach developed through the use of questionnaires prepared based on literature and statement items. The results were, first, that the brand ambassador (X1) had a positive impact on the purchase decision (Y) on the Barenbliss brand, so the first hypothesis was accepted; second, the price (X2) also has a positive impact on the purchase decision (Y) on the Barenbliss brand, so the second hypothesis is accepted; and third, simultaneously, brand ambassador (X1) and price (X2) positively impact the purchase decision (Y) on the Barenbliss brand, so the third hypothesis is accepted.
Keywords:
Beby Tsabina, Brand Ambassador, Price, Barenbliss Purchase
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Arista, Kicky Camallya, & Fikriyah, Khusnul. (2022). Pengaruh Label Halal, Harga dan Song Joong Ki Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk Scarlett Whitening di Kabupaten Sidoarjo. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(4).
Brestilliani, Lelly, & Suhermin, Suhermin. (2020). Pengaruh brand awareness, brand ambassador, dan harga terhadap keputusan pembelian online pada marketplace shopee (studi pada mahasiswa stiesia). Jurnal Ilmu Dan Riset Manajemen (JIRM), 9(2).
Duwila, Zulkifli, Supandi, Agus, & Ogi, Imelda. (2022). Pengaruh Celebrity Endorsment, Brand Awareness Dan Lifestyle Terhadap Keputusan Pembelian Produk Scarlett Whitening Kota Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 10(1), 269–278.
Kim, Seongseop Sam, Choe, Ja Young Jacey, & Petrick, James F. (2018). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing & Management, 9, 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006
Kinasih, Dithananda Valentia Cahya. (2023). PENGARUH CELEBRITY CONGRUENCE TERHADAP CUSTOMER LOYALTY YANG DIMEDIASI OLEH CELEBRITY IMAGE: STUDI KASUS BRAND BARENBLISS. Jurnal Strategi Pemasaran, 10(1), 11.
Marisa, Oktafalia, & Rowena, Janny. (2020). Pengaruh Price Fairness Terhadap Repurchase Intention High End Make Up Dan Skin Care pada Generasi Milenial di Jakarta. Jurnal Bina Manajemen, 8(2), 67–77.
Mawarni, Indah, & Muzammil, Oktafalia Marisa. (2023). The Influence of Corporate Social Responsibility, Social Media Marketing, Sales Promotion, and Perceived Value on Consumer Purchase Decision on the Tokopedia Marketplace. Dinasti International Journal of Management Science, 4(4), 760–768.
Pohan, Imbalo S. (2019). Jaminan mutu layanan kesehatan: dasar-dasar pengertian dan penerapan. Egc.
Puspitasari, Nanda, Aphrodite, Naila, & Sulaeman, Eman. (2023). Pengaruh Promosi, Brand Ambassador Dan Korean Wave Terhadap Minat Beli Produk Somethinc. Warta Dharmawangsa, 17(1), 302–314.
Rifqy, Fathiya Jannatur, Putri, Idola Perdini, & Juddi, Muhammad Faidol. (2023). Pengaruh Brand Ambassador Shenina Cinnamon dan Electronic Word of Mouth Terhadap Brand Awareness Barenbliss (bnb). EProceedings of Management, 10(6).
Sari, Ratih Ikha Permata. (2022). Fdi Dan Inflasi Mempengaruhi Pertumbuhan Industri Kosmetik Di Indonesia. Jabe (Journal Of Applied Business And Economic), 8(4), 451–461.
Sudarso, Alek, Rony, Zahara Tussoleha, & Syarief, Faroman. (2023). The Influence of Leadership, Work Culture, Motivation and Technology Acceptance on Employee Performance Moderated by the Work Environment at the Secretariat General of the Ministry of Finance. Dinasti International Journal of Management Science, 4(4), 666–681.
Suhud, Usep, & Surianto, S. (2018). Testing the Costumers’ Purchase Intention of an Artificial Sweetener Product: Do Brand Image Have an Effect. Journal of Marketing Research and Case Studies, 1–11.
Supendi, Valencia Christina, & Winarko, Hilarius Bambang. (2023). The Impact of K-Pop Digital Marketing Communication Strategy on Indonesian Gen Z’s Dairy Purchase Intention Behavior. Conference Proceedings International Conference on Education Innovation and Social Science, 280–291.
Suranto, Gita Ayu Rizkiani, & Suyanto, A. M. A. (2020). Analisis Preferensi Masyarakat Dalam Memilih Kosmetik Korea Di Indonesia. Jurnal Mitra Manajemen, 4(10), 1523–1533.
Yosefine, Cinty, & Budiono, Herlina. (2023). Pengaruh kesadaran merek, citra merek, dan kepercayaan merek terhadap minat beli produk innisfree pada mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Tarumanagara. Jurnal Manajerial Dan Kewirausahaan, 5(2), 277–286.
