Pengaruh Lifestyle Brand Ambassador Product Quality terhadap Purchase Decision Pada Produk Skincare Whitelab
DOI:
https://doi.org/10.54066/jrime-itb.v1i4.788Keywords:
Lifestyle, Brand Ambassador, Product Quality, Purchase DecisionAbstract
In the era of progress in the field of knowledge and technology, industries in the world are experiencing developments. One of them is in the beauty industry. Currently skincare is so popular that it makes the beauty industry grow very rapidly. Skincare is one of the treatments carried out by teenagers to adults to maintain their appearance. With this phenomenon, there is industrial competition that spurs companies to mutually improve product quality, as well as the quality of their companies. The purpose of this study is to identify the influence of lifestyle, product quality, brand ambassadors on purchase decisions simultaneously or partially, then identify the dominant variables in influencing purchase decisions. The sample in this study amounted to 200 respondents with a minimum sample 150 respondents. Data collection technique using purposive sampling. Then the data is processed using multiple linear regression method using SPSS. Based on the test results, it is known that lifestyle, brand ambassador, product quality variables simultaneously and partially have a positive effect on purchase decisions. The product quality variable has a positive but not dominant effect on purchase decisions. Furthermore, the results show that the Lifestyle variable is the most dominant variable in influencing purchase decisions.
References
Acai Sudirman, S.E., M. ., Syafika Alaydrus, S.Farm., M.Si., A., Siti Rosmayati, SST., M. M., Dr (C). Syamsuriansyah, MM., M. K., Lucky Nugroho, S.E., M.M., M.Ak., M. C. M., Opan Arifudin, S.Pd, M. P., Ita Musfirowati Hanika, S.A.P, M. I. K., Anne Haerany, SE., M. S., Fenny Damayanti Rusmana, SE, A. M. K., & Khairul Rijal, S.E., M.Ag., M. B. A. (2020). Perilaku Konsumen dan Perkembangannya di Era Digital (M. S. Dr. Febrianty, S.E. (ed.)). WIDINA BHAKTI PERSADA BANDUNG.
Amelia, Y., & Sukmasari, D. (2022). Pengaruh Gaya Hidup dan Kualitas Produk Pada Keputusan Pembelian Starbucks Coffee. Jurnal Of Economic and Business Research, 2(1), 47–56. http://jurnal.teknokrat.ac.id/index.php/JEB
Amri, S., & Prihandono, D. (2019). Influence Lifestyle, Consumer Ethnocentrism, Product Quality On Purchase Decision Through Purchase Intention. Management Analysis Journal, 8(1), 25–38. http://maj.unnes.ac.id/
Batee, M. M. (2019). Pengaruh Media Sosial Terhadap Keputusan Pembelian Di Toko Kaos Nias Gunungsitoli. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 2(2), 313–324. https://doi.org/10.36778/jesya.v2i2.108
Darojat, T. A. (2020). Effect of Product Quality, Brand Image And Life Style Against Buying Decision. Journal of Management Science (JMAS), 3(2), 2684–9747. https://iocscience.org/ejournal/index.php/JMAS
Dewi, B. S. A., Suardana, I. M., & Satriawan, S. (2022). Pengaruh Brand Ambassador, Citra Merek Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Kosmetik Emina. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(1), 45–53. https://doi.org/10.57141/kompeten.v1i1.6
Dian, S., & Prajanti, W. (2019). Predicted Purchasing Decisions from Lifestyle , Product Quality and Price Through Purchase Motivation. 8(1), 1–11.
Eva, G., Soepono, D., & Kawet, R. (2021). Pengaruh Motif Perilaku Konsumen Dan Harga Terhadap Keputusan Pembelian Mobil Pada Pt. Sinar Galesong Prima Cabang …. Jurnal EMBA: Jurnal Riset …, 9(3), 32–40. https://ejournal.unsrat.ac.id/index.php/emba/article/view/34530
Fitrianto, E. M., . N., & . I. (2020). Brand Ambassador Performance and the Effect to Consumer Decision Using VisCAP Model on Online Marketplace in Indonesia. Sriwijaya International Journal of Dynamic Economics and Business, 4(1), 21. https://doi.org/10.29259/sijdeb.v4i1.21-30
Ghozali. (2018). Aplikasi analisis multivariate dengan program IBM SPSS 25. Universitas Diponegoro , 2018.
Githa, K., Wiputra, D., Mekse, G., & Arisena, K. (2022). The Influence of Brand Ambassador, Brand Image, Product Quality, and Price on Purchasing Decisions at Rumah Kopi Renon. Agribusiness Journal, 5(1). https://doi.org/10.31327/aj.v5i1.1721
Gulanang, M. G., & Pramudena, S. M. (2019). Analisis Kualitas Produk Dan Citra Merek Terhadap Keputusan Pembelian Dan Implikasinya Pada Kepuasan Pelanggan Pt. Wilo Pumps Indonesia. مق, 1999(December), 1–6.
Hair jr, J., Black, W., Babin, B., & Anderson, R. (2018). Neuromarketing in India: : Understanding the Indian consumer. In Neuromarketing in India: Understanding the Indian Consumer. https://doi.org/10.4324/9781351269360
Hariyanto, R. C., & Wijaya, A. (2022). Pengaruh Brand Ambassador , Brand Image Dan Brand Awareness Terhadap Purchase Decision. 04(01), 198–205.
I M. R. P. Ari Yudha, N. Y. Y. (2022). Pengaruh Lifestyle Dan Kualitas Produk Terhadap Keputusan Pembelian Iphone Di Kota Singaraja. Jurnal Manajemen, 8(2), 1–3.
Indawati Lestari, Martin, Marihot Manullang, Ribka Sari Butar-Butar, & Zulia Rifda Daulay. (2021). The Effect Of Brand Ambasador and Prices on The Purchase Decision Of Android Hand Phone Through Interest In Buying Consumers In Medan City. International Journal of Science, Technology & Management, 2(4), 1321–1326. https://doi.org/10.46729/ijstm.v2i4.274
Iskuntianti, N. D., Faisal, M. A., Naimah, J., & Sanjaya, V. F. (2020). The Influence Of Brand Image, Lifestyle, And Product Quality on Purchasing Decisions. Journal of Business Management Review, 1(6), 436–448. https://doi.org/10.47153/jbmr16.752020
Isnurhadi, Z., & Widiyanti, I. (2021). The Effect of Brand Image, Brand Ambassador, and Product Quality on the Purchase Decision of Mustika Ratu Products (Study on Sriwijaya University Students). International Journal of Social Sciences, 4(1), 182–189.
Jr., J. H., Page, M., & Brunsveld, N. (2019). Essentials of Business Research Methods.
Mahsyar, S., & Surapati, U. (2020). Effect of Service Quality and Product Quality on Customer. International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), 204–211.
Malonda, A. D., & Stephen, S. E. (2020). Harga Terhadap Keputusan Pembelian Konsumen D ’ Stupid Baker Spazio Graha Family Surabaya. Jurnal Administrasi Bisnis (JAB), 6(2), 395–409.
Nancy, Goenawan, F., & Monica, V. (2020). Efektivitas Penggunaan Brand Ambassador Laneige Dalam Model Viscap Pendahuluan. Efektivitas Penggunaan Brand Ambassador Laneige Dalam Model VisCAP, 8 No.2, 1–9.
Nurlinda, R.A, F. N. (2021). SMARTPHONE IPHONE Pendahuluan. E-Jurnal Manajemen.
Oscar, B., & Megantara, H. C. (2020). Pengaruh Atribut Produk Terhadap Keputusan Pembelian Produk Muslim Army. Jurnal Bisnis Dan Pemasaran, 10(1), 1–12. www.kompas.com
Pratama, A. P. (2021). Nature Republic dan Innisfree Sebagai Soft Power Brand Ambasador and Personality Korea Selatan di Indonesia. Jurnal Manajemen Strategi Dan Aplikasi Bisnis, 4(1), 1–12. https://doi.org/10.36407/jmsab.v4i1.263
Pratiwi, A. A., & Sulistyowati, R. (2022). Pengaruh Brand Ambassador dan Consumer Preference terhadap Keputusan Pembelian Skincare Whitelab (Studi pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Surabaya). JIIP - Jurnal Ilmiah Ilmu Pendidikan, 5(9), 3298–3304. https://doi.org/10.54371/jiip.v5i9.844
Purnama, N. I., Harahap, S. H., & Siregar, D. S. (2022). Pengaruh Harga, Kualitas Produk .Dan Suasana Toko Terhadap Loyalitas Konsumen Ompu Gende Coffee. Balance : Jurnal Akuntansi Dan Manajemen, 1(1), 18–24. https://doi.org/10.59086/jam.v1i1.4
Rachmawati, D. (2021). Peranan Kepuasan sebagai Mediasi dalam Pengaruh Kualitas Produk dan Harga terhadap Loyalitas Pelanggan Lipstik Sariayu. Jurnal Ilmu Manajemen, 9(1), 129. https://doi.org/10.26740/jim.v9n1.p129-139
ramadhanti, shafira, & Usman, O. (2021). Influence of Brand Ambassador BTS, Brand Image, and Product Quality on Tokopedia E-Commerce Purchase Decision. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3768614
Rizal, M. A. (2018). Pengaruh Gaya Hidup, Kualitas Produk, Promosi Dan Citra Merek Terhadap Keputusan Pembelian. Jurnal Ilmu Dan Riset Manajemen, 2461–0593, 1–24.
Rofiq, F. A., Telkom, U., Telkom, U., Attributes, P., & Ambassadors, B. (2020). Pengaruh Lifestyle , Product Attributes Dan Brand Ambassadors Terhadap Keputusan Pembelian Oppo Smartphone The Influence Of Lifestyle , Product Attributes And Brand Ambassadors On Purchasing Decisions Oppo. 7(2), 3919–3929.
Saekoko, A. N., Nyoko, A. E. L., & Fanggidae, R. P. C. (2020). Analisis Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Pembelian Smartphone Xiaomi (Studi Kasus Pada Mahasiswa Pengguna Smartphone Xiaomi Di Universitas Nusa Cendana). Journal of Management : Small and Medium Enterprises (SMEs), 11(1), 49–64. https://doi.org/10.35508/jom.v11i1.2318
Salsabila, T., Putri, A., Jaya, R. A., Sanjaya, V. F., Ekonomi, F., Bisnis, D., Raden, I.-U., & Lampung, I. (2021). DEMAnD Digital Economic, Management and Accounting Knowledge Development Pengaruh Citra Merek Dan Gaya Hidup Terhadap Keputusan Pembelian Smartphone Iphone. 03(02), 21–32.
Saputro, A., Sugiharto, D. S., Studi, P., Pemasaran, M., Ekonomi, F., Petra, U. K., & Siwalankerto, J. (2018). Dimensi Brand Ambassador. Strategi Pemasaran, 5, 1–8.
Siskhawati, L., & Maulana, H. A. (2021). The Influence of Brand Ambassador And Korean Wave on Purchase Decision For Neo Coffe Products. Jurnal Ekonomi Dan Bisnis, 24, 1–7.
Somantri, B., Afrianka, R., & Fahrurrazi. (2020). Pengaruh Gaya Hidup dan Citra Merek Terhadap Keputusan Pembelian Iphone (Studi Kasus pada Siswa dan Siswi SMAN 3 Kota Sukabumi). Cakrawala-Repositori IMWI, 3(1), 1–10.
Sugiyono. (2018). Metode Penelitian Kuantitatif (Cet. 1). Alfabeta.
Sukmawati, N., & Ekasasi, S. R. (2020). Pengaruh Gaya Hidup, Kualitas Produk, Dan Promosi Terhadap Keputusan Pembelian Produk Makanan Sehat Soyjoy. Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa, 1(1), 17–28. http://journal.stimykpn.ac.id/index.php/cb/article/view/125
Tjiptono, 2012. (2019). ( Studi Kasus pada Konsumen Oriflame di Kabupaten Sumbawa ). Jurnal Manajemen Dan Bisnis, 2(1).
Ummat, R., & Hayuningtias, K. A. (2022). Pengaruh Kualitas Produk, Brand Ambassador dan Persepsi Harga Terhadap Keputusan Pembelian Nature Republic. Jurnal Ilmiah Akuntansi Dan Keuangan, 4(6), 2279–2291..
Veithzal Rivai. (2020). Bab ii kajian pustaka bab ii kajian pustaka 2.1. Bab Ii Kajian Pustaka 2.1, 12(2004), 6–25.
Widyastuti, P. (2018). Kualitas dan Harga sebagai Variabel Terpenting pada Keputusan Pembelian Sayuran Organik. Ekspektra : Jurnal Bisnis Dan Manajemen, 2, 17–28. https://doi.org/10.25139/ekt.v2i1.675
Wingsati W E, & Prihandono D. (2017). Pengaruh Penanganan Kegagalan Layanan, Kepercayaan, Dan GayaHidup Terhadap Minat Pembelian Ulang Melalui Kepuasan Konsumen. Management Analysis Journal, 6(2), 195–205. http://maj.unnes.ac.id
