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All Journal Journal of Halal Research, Policy, and Industry
Ardian, Indina Ni’ma Sam
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Religion Humanities Biochemistry, Genetics & Molecular Biology Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Public Health

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The Influence of Brand Ambassador, Brand Awareness, and Price on Brand Image and Purchasing Decision in Halal Skincare Product (Study on MS Glow Skincare Products in Surabaya) Ardian, Indina Ni’ma Sam; Rizqina Mardhotillah, Rachma
Journal of Halal Research, Policy, and Industry Vol. 2 No. 2 (2023): Journal of Halal Research, Policy, and Industry : December
Publisher : UNIVERSITAS NAHDLATUL ULAMA SURABAYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33086/jhrpi.v2i2.5449

Abstract

The influence of technology in everyday life can influence a person's buying decision. Companies must be up to date in seeing existing developments and changes. This study aims to determine whether there is an influence of Brand ambassador, Brand awareness and Price on Brand image and Purchasing decision. The population in this study is consumers who have purchased Ms.glow products domiciled in Surabaya. The sample of the study was 227 respondents obtained in the purposive sampling research method. The data analysis method in this study uses path analysis with smartPLS software. The results of the study showed a significant influence between Brand ambassadors on Brand image and not significant on Purchase decisions. There is a significant influence between Brand awareness and Price on Brand Image and Purchasing decisions. And there is a significant influence of Brand image on Purchasing decisions.
Co-Authors Rizqina Mardhotillah, Rachma