Determinasi Brand Ambassador, Social Media Marketing, dan Harga terhadap Keputusan Pembelian Produk Skincare Glad2glow
DOI:
https://doi.org/10.51747/ecobuss.v14i1.2378Keywords:
Brand Ambassador, Social Media Marketing, Harga, Keputusan PembelianAbstract
This study is motivated by the importance of marketing strategies in influencing consumers’ purchasing decisions for skincare products in Ponorogo City. The objective of this research is to analyze the effects of brand ambassadors, social media marketing, and price on purchasing decisions. The study employs a quantitative approach using a survey method distributed to consumers, and the data are analyzed using multiple linear regression. The results show that the three variables have a positive and significant effect on purchasing decisions, both partially and simultaneously. Among the three variables, the brand ambassador has the most dominant influence in encouraging consumers’ purchase intentions. The findings indicate that selecting the appropriate brand ambassador, utilizing social media effectively, and setting suitable prices can improve purchasing decisions. Therefore, the industry needs to optimize these three aspects in an integrated manner, as integrated marketing strategies play a role in strengthening the competitiveness of skincare products in the local market.
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