THE EFFECTS OF BRAND AMBASSADOR, BRAND IMAGE, AND PRICE PERCEPTION ON THE PURCHASE DECISION OF AZARINE SUNSCREEN PRODUCTS AMONG FEMALE STUDENTS AT MALIKUSSALEH UNIVERSITY
Keywords:
Brand Ambassador, Brand Image, Price Perception, Purchase DecisionAbstract
This study aims to determine the partial effects of Brand Ambassador, Brand Image, and Price Perception on the Purchase Decision of Azarine Sunscreen Products among female students at Malikussaleh University. The data used in this study are primary data obtained by distributing questionnaires to 130 respondents. The questionnaire was tested for validity and reliability using Cronbach’s Alpha. Classical assumption tests included normality, multicollinearity, and heteroscedasticity tests. Hypothesis testing was conducted using the (partial) t-test and the coefficient of determination R². The data analysis technique used was multiple linear regression with the aid of IBM SPSS Statistics software, version 26. The results of the study indicate that the Brand Ambassador variable has a significance value of 0.046 and a calculatedt-value of 2.018 > t table of 1.979, indicating a positive and significant effect on the Purchase Decision. Thus, the first hypothesis is accepted. Meanwhile, the Brand Image variable has a significance value of 0.016 and a t calculated of 2.432 > t table , indicating a positive and significant effect on the Purchase Decision; therefore, the second hypothesis is accepted. Furthermore, the Price Perception variable shows a significance value of 0.002 and a calculated t-value of 3.104 > table t-value, indicating a positive and significant effect on the Purchase Decision; thus, the third hypothesis is accepted. Thus, it can be concluded that, individually, Brand Ambassador, Brand Image, and Price Perception have a positive and significant effect on the Purchase Decision for Azarine Sunscreen among female students at Malikussaleh University.
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