PENGARUH BRAND AMBASSADOR DAN PERSEPSI HARGA TERHADAP MINAT BELI PRODUK SKINCARE WHITE STORY DI KOTA MAKASSAR

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Brand Ambassador dan Persepsi Harga terhadap Minat Beli produk skincare White Story di kota Makassar. Penelitian ini menggunakan pendekatan kuantitatif. Populasi penelitian ini adalah masyarakat yang mengetahui produk skincare White Story di kota Makassar. Sampel diambil dengan metode non-probability sampling jenis purposive sampling diperoleh sampel sebanyak 120 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan analisis regresi linear berganda menggunakan alat bantu statistik (SPSS). Hasil penelitian menunjukkan bahwa (1) Brand Ambassador (X1) berpengaruh positif dan signifikan terhadap Minat Beli produk skincare White Story, (2) Persepsi Harga (X2) berpengaruh positif dan signifikan terhadap Minat Beli produk skincare White Story, (3) Brand Ambassador (X1) dan Persepsi Harga (X2) secara simultan berpengaruh positif dan signifikan terhadap Minat Beli produk skincare White Story di kota Makassar.

This research aims to determine the influence of Brand Ambassador and Price Perception on Purchase Interest in White Story skincare products in the city of Makassar. This research uses a quantitative approach. The population of this research is people who know White Story skincare products in the city of Makassar. The sample was taken using a non-probability sampling method, purposive sampling type, obtaining a sample of 120 respondents. Data was collected through questionnaires and analyzed using multiple linear regression analysis using statistical tools (SPSS). The research results show that (1) Brand Ambassador (X1) has a positive and significant effect on Purchase Interest in White Story skincare products, (2) Price Perception (X2) has a positive and significant influence on Purchase Interest in White Story skincare products, (3) Brand Ambassador ( X1) and Price Perception (X2) simultaneously have a positive and significant effect on Purchase Interest in White Story skincare products in Makassar.