Pengaruh Brand Ambassador Twice, Kualitas Produk, dan Brand Trust terhadap Keputusan Pembelian pada Produk Scarlett Whitening (Studi pada Mahasiswa di Kota Medan)

Abstract

Along with the times, human needs are increasingly complex. One of the needs that has been considered important these day is the need for skin care. One of the famous skincare brands is Scarlett Whitening. Seeing the rise of skin care and beauty manufacturers, the Scarlett Whitening brand carried out a business strategy by making South Korean girl group TWICE as a brand ambassador to attract the attention of the wider community. Not only brand ambassadors, product quality and brand trust are one of the factors in making decisions in purchasing by consumers. The purpose of this research is to determine the influence of brand ambassador TWICE, product quality, and brand trust on purchasing decisions on Scarlett Whitening products with a study on university students in Medan. The influence of the three independent variables on the dependent variable is processed and analyzed partially and simultaneously. The form of research used in this study is quantitative research. Research sampling using purposive sampling techniques with 100 respondents as samples. The primary data of this study were obtained by distributing questionnaires, and secondary data were obtained from literature studies. The data analysis methods used are instrument tests, classical assumption tests, multiple linear regression analysis, and hypothesis tests. The results showed that the calculated value of 0.540 < ttable 1.984 significance obtained was 0.590 > 0.05, then the TWICE Brand Ambassador variable had no effect on the Purchase Decision variable. Meanwhile, the Product Quality variable obtained a calculated value of 4.883 > ttable 1.984 and a significance 0.000 < 0.05, and Brand Trust obtained a calculated value of 4.250 > ttable 1.984 and a significance 0.000 < 0.05, thus significantly affecting the Purchase Decision. In the simultaneous test, the three independent variables had a significant effect together on the Purchase Decision variable with a Ftable 2.70 (52.726 > 2.70) and a value of Sig. 0.000 < 0.05 and the level of influence is 61.1% and the remaining 38.9% was influenced by factors outside this research