<![CDATA[ABSTRACT The use of cosmetics is very well known among women, but the market share of cosmetics is currently starting to expand to men and children, causing competition between various brands. Each company is trying to find ways to attract consumers, such as using brand ambassadors. In addition to brand ambassadors, brand image and product quality will be measured in this research. Thus, this research aims to analyse the influence of brand ambassadors, brand image, and product quality on the purchase decision of body care products in Jabodetabek. The samples in this research were users of various body care products in Jakarta, Bogor, Depok, Tangerang, and Bekasi. This research uses a quantitative approach using a non-probability sampling technique, namely the purposive sampling method. The number of samples in this study was 270 respondents who were at least 17 years old. This research used a structural equation modelling (SEM) data analysis. The results found in this research show the influence between brand ambassadors, brand image, and product quality on the purchase decision of body care products in Jabodetabek. ABSTRAK Penggunaan kosmetik sangat terkenal dikalangan wanita, namun pangsa pasar kosmetik saat ini mulai melebar ke pria dan anak-anak sehingga menimbulkan persaingan antar berbagai brand. Masing-masing perusahaan berusaha mencari cara untuk menarik konsumen, seperti penggunaan brand ambassador. Selain brand ambassador, variabel brand image dan produk quality akan diukur pada penelitian ini. Sehingga, penelitian ini bertujuan untuk menganalisis pengaruh brand ambassador, brand image dan product quality terhadap purchase decision produk body care di Jabodetabek. Sampel dalam penelitian ini adalah pengguna berbagai produk body care di Jakarta, Bogor, Depok, Tangerang dan Bekasi. Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan teknik non-probability sampling yaitu metode purposive sampling. Jumlah sampel dalam penelitian ini sebanyak 270 responden yang berusia minimal 17 tahun. Penelitian ini menggunakan model analisis data structural equation modeling (SEM). Hasil yang ditemukan pada penelitian ini menunjukkan adanya pengaruh antara brand ambassador, brand image dan product quality terhadap purchase decision produk body care di Jabodetabek.]]>
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