THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND PRODUCT QUALITY ON ZALORA CONSUMER PURCHASING DECISIONS IN BATAM CITY

Abstract

This research aims to explore the influence of brand ambassadors, brand image and product quality on Zalora consumer purchasing decisions in Batam City. The research method used is descriptive with a quantitative approach. The study population consists of Zalora application users in Batam City in 2024, with an unspecified population size. A sample of 100 respondents was selected using a purposive sampling method based on the Lameshow formula. The collected data was analyzed using multiple linear regression to test the validity of the data, classical assumptions, the influence of variables and the proposed hypotheses. The analysis results show that brand ambassadors contribute 23.6% to purchasing decisions. Brand image contributes 25.0% to purchasing decisions. Product quality contributes 17.2% to purchasing decisions. Analysis of the coefficient of determination (R²) shows that brand ambassador, brand image and product quality as a whole explain 74.3% of the variation in purchasing decisions. The t test and F test confirm that brand ambassador, brand image and product quality have a positive and significant influence on purchasing decisions, both partially and simultaneously.