##plugins.themes.bootstrap3.article.main##

Erlinda Tehuayo
Merry M. Pelupessy
Faradilla Basalamah

Abstract

This study aims to determine the effect of product quality, brand ambassadors and advertising on purchasing decisions to purchase Wardah facial cleansing soap in Ambon City. This research is a quantitative descriptive research. the population in this study were consumers of warda facial cleansing soap and the number of samples was 106 respondents. By using a questionnaire as a data collection tool. Sampling using non probability sampling technique with purposive sampling method. The data analysis method used is Multiple Linear Regression. Based on the results of the multiple regression test, it shows that the product quality variable has a positive and significant influence on the purchasing decision variable. Furthermore, the brand ambassador variable has a positive and significant influence on purchasing decisions and the advertising variable has a positive and significant influence on purchasing decisions.

##plugins.themes.bootstrap3.article.details##

How to Cite
Tehuayo, E., Pelupessy, M. M., & Basalamah, F. (2023). Product Quality, Ambassador Brand and Advertisement on the Decision to Purchase Wardah Facial Cleansing Soap in Ambon City. ProBisnis : Jurnal Manajemen, 14(4), 317–326. https://doi.org/10.62398/probis.v14i4.349
References
A Shimp, T. (2010). Advertising, Promotion, & Other Aspects of Integrated Marketing Communication. United States: Cengage Learning.
Cece, I.S. (2015). Pengaruh Brand Origin, Brand Ambassador dan Brand Image terhadap Minat Beli Sepatu Macbeth di SOGO Galaxy Mall Surabaya. E- Jurnal Manajemen Kinerja, Vol. 1, No. 2. pp. 101-110.
Engel, James F., and Gibson. 2000. Perilaku konsumen. (Edisi Keenam). Jilid 1. Jakarta: Binarupa Aksara.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Hastuti, D. (2020). Pengaruh Brand Ambassador, Iklan, Dan Harga Terhadap Minat Pembelian Mie Sedaap Oleh Mahasiswa Universitas Brawijaya. Universitas - Brawijaya.
Kasali, Rhenald. 2000. Manajemen Public Relations. Jakarta : PT. Temprint. Kusmono, Gugup, 2008, Pengantar Bisnis, BPFE, Yogyakarta.
Kotler, P. (2002). Manajemen Pemasaran,Edisi Milenium. (2002). Jakarta: PT. Preha- lindo. Kotler Philip, Armstrong, 2011, Manajemen Pemasaran Analisis, Perencana Implementasi dan Kontrol, Edisi Millenium, Penerbit PT, Prenhallindo, Jakarta.
Kotler, Philip. 2012. Manajemen Pemasaran Edisi 13, Bahasa Indonesia Jilid 1 dan 3 Cetakan Jakarta: Rajawal
Kotler, Philip and Lane Keller. 2017. Marketing Manajement, 15th Edition New Jersey: Pearson Pretice Hall, Inc Lea-Greenwood, Gaynor. 2012. Fashion Marketing Communication. USA: Wiley.
Maulana, A., & Lestariningsih, M. (2021). Pengaruh Harga , Brand Ambassador Dan Kualitas Produk. Jurnal Ilmu Dan Riset Manajemen.
Mayssara A. Abo Hassanin Supervised, A. (2018). Teori Periklanan. Paper Knowledge . Toward a Media History of Documents, 7–27. http://repository.uma.ac.id/bitstream/123456789/1886/5/128320020_file5.pdf
Priyatno, Duwi. 2016. Belajar Alat Analisis Data Dan Cara Pengolahnnya Dengan SPSS Praktis dan Mudah Dipahami untuk Tinkat Pemula dan Menengah.
Yogyakarta: Gava Media
Rahmayanti, F. (2022). Pengaruh Brand Ambassador, Korean Wave Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pond’s (Study Kasus Mahasiswi Universitas Islam Riau). Universitas Islamn Riau.
Rizki, S. P., & Mudiantono, M. (2016). … Brand Ambassador, Kualitas Produk, Harga Dan Daya Tarik Iklan Terhadap Brand Image Serta Dampaknya Terhadap Minat Beli (Studi…. http://eprints.undip.ac.id/48932/
Roisah, R., Meliawati, Y., & Angliawati, R. Y. (2021). Meningkatkan Minat Beli
Melalui Brand Ambassador. Service Management Triangle: Jurnal Manajemen Jasa, 3(1), 7–19.
Royan, Frans M. (2005). “Marketing Celebrities”. Edisi Pertama. Jakarta : PT. Elex Media Komputindo. Jurnal Manajemen Kinerja, Vol. 1, No. 2. pp. 101-110.
Samsu, S. M. (2017). METODE PENELITIAN: (Teori dan Aplikasi Penelitian Kualitatif, Kuantitatif,Mixed Methods, serta Research & Development). Jambi: Pusat Studi Agama dan Kemasyarakatan (PUSAKA).
Suwarman, U. 2014. Perilaku Konsumen Teori Penerapannya dalam Pemasaran Edisi Kedua. Bogor: Ghalia Indonesia.
Siregar, Syofian. 2013. Metode Penelitian Kuantitatif. Jakarta: PT Fajar Interpratama Mandiri.
Sriyanto, A., & Kuncoro, A. W. (2019). Pengaruh brand ambassador, minat beli dan testimoni terhadap keputusan pembelian. Jurnal Ekonomika Dan Manajemen, 8(1), 21–34.
Supriyadi, S., Wiyani, W., & Nugraha, G. I. K. (2017). Pengaruh Kualitas Produk
Dan Brand Image Terhadap Keputusan Pembelian. Jurnal Bisnis Dan Manajemen, 4(1), 74–85. https://doi.org/10.26905/jbm.v4i1.1714
Widyaputra, K. H., & Djawoto, D. (2018). Pengaruh Kualitas Produk, Brand
Ambassador, Kreativitas Iklan, dan Word of Mouth terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen (JIRM), 7(7).
Tjiptono, Fandy (2017), Strategi Pemasaran, Edisi 4, Yogyakarta: Andi.