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Indina Ni’ma Sam Ardian Rachma Rizqina Mardhotillah

Abstract

The influence of technology in everyday life can influence a person's buying decision. Companies must be up to date in seeing existing developments and changes. This study aims to determine whether there is an influence of Brand ambassador, Brand awareness and Price on Brand image and Purchasing decision. The population in this study is consumers who have purchased Ms.glow products domiciled in Surabaya. The sample of the study was 227 respondents obtained in the purposive sampling research method. The data analysis method in this study uses path analysis with smartPLS software. The results of the study showed a significant influence between Brand ambassadors on Brand image and not significant on Purchase decisions. There is a significant influence between Brand awareness and Price on Brand Image and Purchasing decisions. And there is a significant influence of Brand image on Purchasing decisions.

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How to Cite
Ardian, I. N. S., & Rizqina Mardhotillah, R. (2023). The Influence of Brand Ambassador, Brand Awareness, and Price on Brand Image and Purchasing Decision in Halal Skincare Product (Study on MS Glow Skincare Products in Surabaya). Journal of Halal Research, Policy, and Industry, 2(2). https://doi.org/10.33086/jhrpi.v2i2.5449
Section
Articles
Brand Ambassador, Brand Awareness, Price, Brand Image, Purchase Decision

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Indina Ni’ma Sam Ardian, Universitas Nahdlatul Ulama Surabaya

Rachma Rizqina Mardhotillah