PENGARUH BRAND AMBASSADOR DAN HARGA TERHADAP KEPUTUSAN
PEMBELIAN PRODUK SCARLETT WHITENING PADA CV LIVI BEAUTY HOUSE
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Institusion
Universitas Islam Kalimantan M A B Banjarmasin
Author
Putri, Selvia Nurhaliza
Subject
HB Economic Theory
Datestamp
2022-08-03 02:36:38
Abstract :
Penelitian ini bertujuan untuk mengetahui dan meanganalisis : (1) pengaruh brand ambassador terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (2) pengaruh harga terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (3) variabel yang paling berpengaruh terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (4) pengaruh brand ambassador dan harga secara parsial dan simulttan terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House. Jenis penelitian ini yaitu penelitian kuanttitatif dengan Teknis analisis data yang dipakai yaitu analisis deskripttif, uji instrument, uji asumsi klasik, uji korelasi, dan analisis regressi linier berganda,. Populasi penelitian seluruh konsumen CV Livi Beauty House dan teknik pengumpulan data dengan memberi kuesioner melalui google form sebanyak 65 responden sebagai sampel. Hasil penelitian menunjukkan (1) brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening, dengan dibuktikan dari hasil uji t dengan nilai t hitung 6.282 dan nilai sig 0.000 <0.05, (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening, dengan dibuktikan dari hasil uji t dengan nilai t hitung 3.301 dan nilai sig 0.000 <0.05, (3) brand ambassador dan harga berpengaruh secara simulttan terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, dibuktikan dari hasil uji f dengan nilai f hitung 41.048 dan nilai sig 0.000 <0.05, (4) berdasarkan hasil dari uji t, variabel yang paling berpengaruh yaitu variabel brand ambassador dengan t hitung 6.282 dan nilai sig 0.000. This study plans to decide and dissect: (1) the impact of brand diplomats on buying choices for Scarlett Brightening items at CV Livi Magnificence House, (2) the impact of cost on buying choices for Scarlett Brightening items at CV Livi Excellence House, (3) the most powerful factors on buying choices for Scarlett Brightening items at CV Livi Excellence House, (4) the impact of brand envoys and costs to some extent and at the same time on buying choices for Scarlett Brightening items at CV Livi Magnificence House. This sort of exploration is quantitative examination with the specialized investigation of the information utilized is spellbinding examination, instrument test, traditional suspicion test, relationship test, and various straight relapse examination. The exploration populace is all buyers of CV Livi Excellence House and the information assortment procedure is by giving a poll by means of google structure upwards of 65 respondents as an example. The outcomes showed (1) the brand envoy meaningfully affected buying choices for Scarlett Brightening items, as confirmed by the consequences of the t-test with a t-count worth of 6.282 and a sig worth of 0.000 <0.05, (2) cost affected buying choices for Scarlett items. Brightening, as proven by the consequences of the t?test with a t-worth of 3.301 and a sig worth of 0.000 <0.05, (3) brand envoys and cost all the while affect buying choices for Scarlett Brightening items at CV Livi Magnificence House, as confirmed by the consequences of the f-test with a f esteem count 41,048 and sig esteem 0.000 <0.05, (4) in light of the consequences of the t test, the most compelling variable is the brand diplomat variable with t count 6.282 and sig esteem 0.000.
Penelitian ini bertujuan untuk mengetahui dan meanganalisis : (1) pengaruh brand ambassador terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (2) pengaruh harga terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (3) variabel yang paling berpengaruh terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, (4) pengaruh brand ambassador dan harga secara parsial dan simulttan terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House. Jenis penelitian ini yaitu penelitian kuanttitatif dengan Teknis analisis data yang dipakai yaitu analisis deskripttif, uji instrument, uji asumsi klasik, uji korelasi, dan analisis regressi linier berganda,. Populasi penelitian seluruh konsumen CV Livi Beauty House dan teknik pengumpulan data dengan memberi kuesioner melalui google form sebanyak 65 responden sebagai sampel. Hasil penelitian menunjukkan (1) brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening, dengan dibuktikan dari hasil uji t dengan nilai t hitung 6.282 dan nilai sig 0.000 <0.05, (2) harga berpengaruh positif dan signifikan terhadap keputusan pembelian produk Scarlett Whitening, dengan dibuktikan dari hasil uji t dengan nilai t hitung 3.301 dan nilai sig 0.000 <0.05, (3) brand ambassador dan harga berpengaruh secara simulttan terhadap keputusan pembelian produk Scarlett Whitening pada CV Livi Beauty House, dibuktikan dari hasil uji f dengan nilai f hitung 41.048 dan nilai sig 0.000 <0.05, (4) berdasarkan hasil dari uji t, variabel yang paling berpengaruh yaitu variabel brand ambassador dengan t hitung 6.282 dan nilai sig 0.000. This study plans to decide and dissect: (1) the impact of brand diplomats on buying choices for Scarlett Brightening items at CV Livi Magnificence House, (2) the impact of cost on buying choices for Scarlett Brightening items at CV Livi Excellence House, (3) the most powerful factors on buying choices for Scarlett Brightening items at CV Livi Excellence House, (4) the impact of brand envoys and costs to some extent and at the same time on buying choices for Scarlett Brightening items at CV Livi Magnificence House. This sort of exploration is quantitative examination with the specialized investigation of the information utilized is spellbinding examination, instrument test, traditional suspicion test, relationship test, and various straight relapse examination. The exploration populace is all buyers of CV Livi Excellence House and the information assortment procedure is by giving a poll by means of google structure upwards of 65 respondents as an example. The outcomes showed (1) the brand envoy meaningfully affected buying choices for Scarlett Brightening items, as confirmed by the consequences of the t-test with a t-count worth of 6.282 and a sig worth of 0.000 <0.05, (2) cost affected buying choices for Scarlett items. Brightening, as proven by the consequences of the t?test with a t-worth of 3.301 and a sig worth of 0.000 <0.05, (3) brand envoys and cost all the while affect buying choices for Scarlett Brightening items at CV Livi Magnificence House, as confirmed by the consequences of the f-test with a f esteem count 41,048 and sig esteem 0.000 <0.05, (4) in light of the consequences of the t test, the most compelling variable is the brand diplomat variable with t count 6.282 and sig esteem 0.000.
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