The Influence of Brand Ambassador and Brand Image on Skintific Skincare Purchase Decisions in Gen Z Management Study Program, University of Sumatera Utara
Keywords:
Brand Ambassador; Brand Image; Purchase DesicionAbstract
This study aims to determine the influence of brand ambassadors and brand image on purchasing decisions for Skintific skincare among Gen Z students at the Management Study Program, University of Sumatera Utara. The sample in this study used purposive sampling consisting of 100 respondents who use Skintific. The data analysis techniques used were descriptive analysis and statistical analysis, with data collected through questionnaires. The results of the study show that the influence of brand ambassadors and brand image simultaneously has a significant effect on purchasing decisions with an F-count value of 81.314> F-table value of 3090. The test conducted shows that brand ambassadors and brand image partially have a positive and significant effect on purchasing decisions. The Adjusted R Square value obtained from testing the coefficient of determination (R) on purchasing decisions was 0.619, meaning that 61.9% can be explained by brand ambassadors and brand image, while the remaining 38.1% can be explained by other factors not examined in this study.
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