Pengaruh Kualitas Produk dan Brand Ambassador terhadap Keputusan Pembelian Scarlet Whitening di Instagram

Manuputty, Nathalin (2024) Pengaruh Kualitas Produk dan Brand Ambassador terhadap Keputusan Pembelian Scarlet Whitening di Instagram. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini membahas pengaruh kualitas produk dan brand ambassador terhadap keputusan pembelian skincare scarlett whitening di Instagram. Tujuan utama penelitian ini adalah menganalisi sejauh mana kedua variabel tersebut mempengaruhi keputusan konsumen dalam membeli produk tersebut. Penelitian ini menggunakan metode survei, di mana data dikumpulkan melalui kuesioner yang didistribusian kepada konsumen aktif scarlett whitening. Penelitian ini menerapkan metode kuantitatif dengan teknik purposive sampling. Pemilihan sampel sebanyak 84 responden dilakukan berdasarkan perhitungan menggunakan rumus Taro Yamane. Berdasarkan hasil uji t, variabel kualitas produk (X1) memiliki pengaruh secara parsial terhadap keputusan pembelian (Y) dengan nilai signifikansi 0,006 < 0,05. Di sisi lain, variable brand ambassador (X2) tidak memiliki pengaruh secara parsial terhadap keputusan pembelian (Y) berdasarkan hasil uji t (nilai sig 0,789 > 0,05) namun, secara keseluruhan terdapat pengaruh positif dan signifikan antara kualitas produk (X1) dan brand ambassador (X2) secara bersamaan terhadap keputusan pembelian (Y). Kata Kunci : Kualitas Produk, Brand ambassador, Keputusan Pembelian / This study examines the influence of product quality and brand ambassadors on purchasing decisions for Scarlett Whitening skincare on Instagram. The primary objective of this research is to analyze the extent to which these two variables affect consumer decisions in purchasing the product. The research employs a survey method, with data collected through questionnaires distributed to active consumers of scarlett whitening. This study employs a quantitative approach with a purposive sampling technique. A total of 84 respondents were selected based on calculations using the Taro Yamane formula . Based on the t-test results, the product quality variable (X1) has a partially significant influence on purchasing decisions (Y), with a significance value of 0.006 < 0.05. On the other hand, the brand ambassador variable (X2) does not have a partial influence on purchasing decisions (Y), as indicated by a significance value of 0.789 > 0.05. However, simultaneously, these two variables have a positive and significant influence on purchasing decisions (Y). These findings indicate that improving product quality is a key strategy in attracting consumers, while the effectiveness of brand ambassadors needs further evaluation. Keywords: Product Quality, Brand Ambassador, Purchase Decision

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