THE INFLUENCE OF BRAND AMBASSADOR PERCEPTION, BRAND AWARENESS, AND PRICE FAIRNESS PERCEPTION ON THE PURCHASE DECISION OF Y.O.U BEAUTY PRODUCTS AT YOGYA TEGAL DEPARTMENT STORE

Abstract

The objectives of this study are 1) To determine the influence of brand ambassador perception on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store, 2) To find out the influence of brand awareness on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store, 3) To find out the influence of price fairness perceptionto determine the influence of brand ambassador perception, brand awareness, and price fairness simultaneously on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store. The population in this study is the people of Tegal City who use Y.O.U Beauty products. The sample in this study is 100 respondents. The sampling technique used is nonprobability sampling. The data analysis tools used were multiple linear regression analysis and determination coefficient analysis. The conclusions of this study are 1) There is a positive and
significant influence of Brand ambassador perception on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store. It is proven that the level of significance obtained is 0.041 < 0.05, 2) There is a positive and significant influence of Brand awareness on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store. It was proven that the level of significance obtained was 0.001 < 0.05, 3) There was a positive and significant influence of price fairness perception on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store. It is proven that the level of significance obtained is 0.001 < 0.05, 4) There is a significant influence of Brand Ambassador perception, Brand Awareness, and Price Fairness perception simultaneously on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store. It is proven that the level of significance obtained is 0.000 < 0.05.