THE INFLUENCE OF BRAND IMAGE, BRAND AMBASSADOR AND CONSUMER PERCEPTION ON INNISFREE PRODUCT PURCHASE DECISIONS IN BATAM CITYs

Abstract

The main goal of this study is to evaluate the impact of brand image, brand ambassador, and consumer perception on the purchasing Innisfree decision-making process in the city of Batam. The study, conducted in 2023, utilized a descriptive quantitative research design. The study specifically targeted Innisfree users and a sample of 100 individuals was chosen using non-probability purposive sampling. The data was collected by distributing questionnaires and then analyzed using multiple linear regression. The results of the partial t-tests indicate that brand image has a positive and significant influence on purchase decisions, as indicated by the significance value of 0.001 is lesser than the threshold of 0.05. Brand ambassadors have a highly positive and significant influence on purchase decisions, as indicated by a significance value of 0.004, which is less than 0.05. Consumer Perception also has a significant positive impact on purchase decisions, as indicated by a significance value of 0.000, which is less than 0.05. During a simultaneous examination using the f-test, the study finds brand image, brand ambassador, and consumer perception collectively have a significant impact on purchase decisions. This is supported by a significance value of 0.000, which is less than the threshold of 0.05. Additionally, the F-value of 54.653 is greater than the table value of 2.7. The Adjusted R Square value of 61.9% indicates that the factors of brand image, brand ambassador, and consumer perception collectively have a significant impact on purchase decisions. The presence of other variables, which were not taken into account in this study, is indicated by the remaining 38.1.