Pengaruh Brand Ambassador, Harga, Kualitas Produk Terhadap Keputusan Pembelian Produk Scarlett Whitening di E- Commerce Shopee pada Kalangan Mahasiswa

Abstract

Purchase decision is the stage of making consumer decisions that are used in the process of purchasing a product. To create high buying interest, an approach to consumers is needed, such as brand ambassador, price and product quality. The problem in this research that will be studied is the influence of brand ambassadors, price and product quality on purchasing decisions for Scarlett Whitening on Shopee e-commerce among students.
This research aims to determine the influence of Brand ambassador, Price and Product Quality on purchasing decisions for Scarlett Whitening products on Shopee e-commerce among students. The method used in this research is quantitative, with a sample of 100 respondents. The collection technique and tool is a questionnaire or questionnaire via Google Form media. Data processing was assisted with Microsoft Excel and SPSS version 25 software.
The research results show that (1) Brand ambassadors have no influence on Purchasing Decisions, (2) Price has an influence on Purchasing Decisions and (3) Product Quality has no influence on Purchasing Decisions.