THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE AND BRAND AWARENESS ON DECISIONS TO PURCHASE SCARLETT PRODUCTS IN BATAM CITY

Titania Mailandari Zaman; Nur Elfi Husda

doi:10.51742/akuntansi.v5i2.1340

Titania Mailandari Zaman Universitas Putera Batam
Nur Elfi Husda Universitas Putera Batam

DOI: https://doi.org/10.51742/akuntansi.v5i2.1340

Keywords: Brand Ambassador, Brand Image, Brand Awareness, Purchase Decision

Abstract

With the problems that occur with brand ambassador (EX0), negative brand image and declining brand awareness to maintain and increase purchasing decisions for Scarlett products, researchers are interested in conducting research with brand ambassador , brand image and brand awareness variables that influence product purcashing decisions Scarlett in Batam City. The aim of this research is to analyze the influence of brand ambassador, brand image and brand awareness on purchasing decisions for Scarlett products in Batam City partially. The method in this research is a quantitative method with the population size not being known with certainly. The sample was taken using the lemeshow formula to obtain a sample of 100 respondents. The research result show that brand ambassador has a positive and significant influence on purcashing decisions for Scarlett products in Batam City. Brand image has a positive and significant influence on purchasing decisions for Scarlett products in Batam City. And brand awareness has a positive and significant influence on purchasing decisions for Scarlett products in Batam City.