The impact of product quality, brand ambassador and influencer on customer purchase decision on product scarlett in Medan

jocelyn, jocelyn (2023) The impact of product quality, brand ambassador and influencer on customer purchase decision on product scarlett in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this research is to investigate the influence of Product Quality (X1), Brand Ambassador (X2) and influencer (X3) on customer Purchase Decision (Y) on Product Scarlett in Medan The sample used in this research was non-probability sampling with the purposive sampling technique, consisting of 121 respondents from the Medan city residents. Data collection for this research was conducted using the SPSS 25 version ,the research method used is a quantitative method. The data collection technique uses a questionnaire that has been tested for validity and reliability. The analytical tools in this research are simultaneous test (F test), partial test (T test) and multiple regression analysis. The research results show that product quality, brand ambassador and influencer variables simultaneously have a positive influence on purchasing decisions, as evidenced by the calculated F value > F table, namely 32.117 > 2.68 and a significance level of 0.00 < 0.05. The product quality variable partially has a significant effect with T count > T table, namely 2.631 > 1.98027 with a significance value of 0.010 < 0.05. The brand ambassador variable partially has a significant effect on purchasing decisions with T count > T table, namely 3.802 > 1.98027, with a significance value of 0.000 < 0.05. The influencer variable partially has a significant effect with T count > T table, namely 3.802 > 1.98027, with a significance value of 0.000 < 0.05. / Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Kualitas Produk (X1), Brand Ambassador (X2) dan influencer (X3) terhadap Keputusan Pembelian (Y) Produk Scarlett di Medan. Sampel yang digunakan dalam penelitian ini adalah non-probability sampling dengan teknik purposive sampling, terdiri dari 121 responden dari Warga kota Medan. Pengumpulan data pada penelitian ini dilakukan dengan menggunakan SPSS versi 25, metode penelitian yang digunakan adalah metode kuantitatif. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Alat analisis dalam penelitian in adalah uji simultan (Uji F), uji parsial (Uji T) dan analisis regresi berganda. Hasil penelitian menunjukkan bahwa variable kualitas produk, brand ambassador, dan influencer secarasi multan berpengaruh positif terhadap keputusan pembelian, dibuktikan dari nilai F hitung> F tabel yaitu 32,117 > 2,68 dan tingkat signifikansi 0,00 < 0,05. Variabel kualitas produk secara parsial berpengaruh signifikan dengan T hitung> T tabelyaitu 2,631 > 1,98027 dengan nilai signifikansi 0,010 <0,05. Variabel brand ambassador secara parsial berpengaruh signifikan terhadap keputusan pembelian dengan T hitung> T tabel yaitu 3,802 > 1,98027, dengan nilai signifikansi 0.000 < 0.05. Variabel influencer secara parsial berpengaruh signifikan dengan T hitung> T tabel yaitu3.802 >1.98027,dengan nilai signifikansi 0.000 < 0.05.

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