Record Detail

The development of local cosmetic products produced by Indonesia is in demand by the Indonesian people. Therefore this study wants to know the factors that influenced the decision of consumers to use early cosmetic products. This research wants to test the influence of brand ambassadors, product quality and price. The data used in this study were obtained from questionnaire data. The sample used in this study was 100 respondents to the Jabodetabek community, the sampling used by the author was non-probability sampling. The results showed that the variables of brand ambassador, product quality and price together had a significant effect on purchasing decisions with a signification value of 0.000. The results of the study partially showed that of the two variables, the definition and one variable had no effect, namely the Brand Ambassador variable had no effect with a significance value of 0.383. Product Quality has a significant effect with a significance value of 0.000, and price has a significant effect with a significance value of 0.000 and the results of the Coefficient of Determination test with Adjusted R2 of 0.587 (58.7%) so it can be explained that two of the three independent variables (product quality, and price) have an influence on the dependent variable (purchase decision), while (brand ambassador) has no influence on the dependent variable (purchase decision).