Pengaruh Brand Ambassador dan Kualitas Produk Terhadaap Keputusan Pembelian Sabun Garnier Men di Lumajang

Abstract

The purpose of this study was to determine and analyze the influence of Brand Ambassador on Purchase Decisions, to determine and analyze Product Quality on purchasing decisions, Garnier Men's soap products in Lumajang. The research approach used in this study is a quantitative approach. The data collection technique used in this study is a questionnaire (questionnaire), to analyze the data and information needed, the authors use data techniques where hypothesis testing is used after going through stages such as distributing questionnaires. To test the quality of the questionnaire using validity and reliability tests. The analysis technique used in this study is quantitative data analysis technique, which uses the calculation of numbers and then draws conclusions from the test, with multiple linear regression, classical assumptions, partial test (t), simultaneous (F), coefficient of determination (R2) . Data processing in this study using the SPSS 22 software program. Based on the results of partial testing of the influence between Brand Ambassadors, on Purchase Decisions, tcount is smaller than ttable. From these results it can be concluded that Ha is accepted, Ho is rejected. Based on the test results, the value shows that Fcount is greater than Ftable, meaning that Ho is rejected, so it can be concluded that there is no significant effect between Brand Ambassadors on purchasing decisions. And testing of product quality on purchasing decisions tcount is greater than the table and Fcount is greater than Ftable so that it is concluded that there is a significant influence between product quality on purchasing decisions. The R-Square value of the Y variable (Purchase Decision) can be explained by the Brand Ambassador variable (X1), Product Quality (X2), to Purchase Decision (Y), and the rest is influenced by other variables not examined.