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All Journal E-Bisnis : Jurnal Ilmiah Ekonomi dan Bisnis Jurnal Dimensi JURNAL MANAJEMEN Fokus Ekonomi Jurnal Administrasi dan Manajemen International Journal of Economics, Business and Accounting Research (IJEBAR) Jurnal Ilmiah Edunomika (JIE) Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Jurnal Pengabdian kepada Masyarakat SIDOLUHUR PERCIPIENCE International Journal of Social, Administration, & Entrepreneurship Dedikasi: Jurnal Pengabdian Pendidikan dan Teknologi Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah
Bambang Mursito
Universitas Islam Batik Surakarta
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Journal : Jurnal Administrasi dan Manajemen

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Keputusan Pembelian Ditinjau Varian Produk, Citra Merek dan Brand Ambassador Terhadap Sunscreen Azarine di Surakarta Intan Lathifah Nurul Khoiriah; Bambang Mursito; Fithri Setya Marwati
JURNAL ADMINISTRASI & MANAJEMEN Vol 13, No 2 (2023): Jurnal Administrasi dan Manajemen
Publisher : Universitas Respati Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52643/jam.v13i2.3089

Abstract

Abstrak Produk kecantikan saat ini menjadi salah satu kebutuhan wajib digunakan sehari-hari terutama perawatan kulit untuk melindungi dari sinar UV yaitu dengan memakai produk sunscreen, salah satunya mempergunakan produk sunscreen Azarine yang menawarkan berbagai varian produk sesuai kebutuhan jenis kulit. Penelitian ini bertujuan agar mengetahui yang mempengaruhi faktor variabel terikat keputusan pembelian pada Sunscreen Azarine di Surakarta. Variabel bebas yang diteliti ialah varian produk, citra merek dan brand ambassador. Metode penelitian ini penggunaan data primer diperoleh melakukan menyebarkan kuesioner melalui google form. Penelitian mempergunakan kuantitatif. Melakukan dengan teknik non probability sampling mempergunakan metode purposive sampling. Populasi pada penelitian adalah konsumen yang membeli Sunscreen Azarine di Surakarta pada Toko Monita Salon Supllier. Sampel yang diteliti sebesar 100 responden. Responden dianalisis mempergunakan regresi linier dengan bantuan SPSS V.16. Hasil penelitian menjelaskan bahwasanya varian produk, citra merek dan brand ambassador berpengaruh positif dan signifikan terhadap keputusan pembelian. Kata kunci: Varian Produk, Citra Merek dan brand Ambassador AbstractCurrently, beauty products are one of the necessities that must be used on a daily basis, particularly skin care to protect against UV rays, specifically by using sunscreen products, one of which is the Azarine Sunscreen product, which offers various product variants based on the requirements of different skin types. This study aims to determine which factors influence the dependent variable when it comes to Sunscreen Azarine purchase decisions in Surabaya. The variables of interest were product variant, brand image, and brand ambassadors. This research procedure utilises primary data collected via Google form questionnaire distribution. quantitative research methods. Using a non-probability sampling technique with a method of purposive sampling. This study's population consisted of consumers who purchased Sunscreen Azarine from the Monita Salon Supllier Store in Surakarta. The study sample consisted of 100 respondents. SPSS V.16 was utilised to conduct a linier regression analysis on the respondents. According to the study's findings, product variants, brand image, and brand ambassadors have a positive and statistically significant impact on purchasing decisions.Keywords : Product Variant, Brand Image and Brand Ambassador
Co-Authors Ambang Wibana Anggun Firdaus Sayekti Anisah Mukti Utami Bagus Kuncoro Adi Deny Irawan Dimas Ilham Rois Edy Parwanto Wasito Jati Eni Nuryati Fithri Setya Marwarti Fithri Setya Marwati Hanung Thohir Ida Aryati Ida Aryati Diyah Purnomo Intan Lathifah Nurul Khoiriah Istiatin . Istiatin Istiatin Istiqomah Istiqomah Jati Prastyo Joko Siswanto Kartika Hendra Titisari Laila Rohmawati Lailia Rohmawati Punama Siddi Purnama Siddi Ratna Damayanti Sarsono Sarsono Sena Jati Semilir Suhendro Suhendro Suhendro Supawi Pawenang Tri Wahyu Joko Nugroho Yuli Chomsatu Samrotun