p–ISSN: 2723 - 6609 e-ISSN: 2745-5254

Vol. 5, No. 10, October 2024 http://jist.publikasiindonesia.id/

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4270

The Influence of Brand Ambassador, Product Quality, and

Price on Product Purchasing Decision Store in Sidoarjo

Elsa Firdausi Nuzula

, Misti Hariasih

Universitas Muhammadiyah Sidoarjo, Indonesia

Email: [email protected]

*, [email protected]

*Correspondence

ABSTRACT

Keywords: brand

ambassadors, product

quality, price, and

purchase decisions.

The cosmetics industry in Indonesia is experiencing rapid

growth with cosmetic products becoming part of fashion

trends. This study aims to analyze the influence of Brand

Ambassadors, product quality, and price on the purchase

decision of Radiance Up Y.O.U Beauty serum products in

Sidoarjo. This study uses a quantitative approach with

survey methods and regression analysis to see the influence

of these three variables on purchase decisions. The results of

the study show that Brand Ambassador, product quality, and

price have a significant influence on purchasing decisions.

Among the three variables, price proved to be the most

dominant factor influencing consumer decisions, followed

by product quality and Brand Ambassador. Based on these

findings, companies are advised to consider a more optimal

strategy in selecting Brand Ambassadors, maintaining

product quality, and setting competitive prices to attract

more consumers.

Introduction

The cosmetics industry is currently experiencing significant growth on a global

scale, transcending boundaries and cultures. From its origins as a symbol of nobility to

its superiority to become a social media beauty trend, cosmetics will consistently increase

as it becomes a need for individuals around the world. (Salsabila et al., 2024). These

cosmetic products are not only for beautifying oneself and keeping up with dynamic

developments. Consumer influence and behavior are a high element for companies in

formulating effective strategies to attract consumer interest in cosmetic products. In

recent years, the beauty industry has experienced rapid growth, which shows that

cosmetics can maintain, maintain, and care for the skin, one of the popular products today

is a face serum that can be trusted to help brighten, moisturize, and rejuvenate the skin.

(Fitri et al., 2023).

Y.O.U Beauty is a local cosmetics brand that was launched in 2018. The brand is

famous for its affordable prices with high product quality. Y.O.U Beauty has many

innovations and has the latest in products with consumer needs, with the growth of the

beauty industry becoming popular, especially in face serum products is an opportunity

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4271

for business actors. Business actors must continue to innovate and offer products that

have high quality at affordable prices to attract consumer interest (Marlius & Jovanka,

2023).

The serum is a skin care product that has active ingredients that have been designed

to overcome various specific skin problems Y.O.U Beauty, one of the well-known local

brands in Indonesia, launched the latest serum product, namely Radiance Up serum which

has advantages for skin health, such as vitamin C, niacinamide, and hyaluronic acid with

the advantages of having received positive reviews from consumers. (Matheos et al.,

2022). Consumers who use this serum claim that their skin becomes brighter, moisturized,

and supple, and can overcome hyperpigmented acne. (Azizah, 2021). The launch of

Serum Radiance Up proves Y.O.U's commitment to presenting high-quality products at

affordable prices. With the launch of new products, the company also uses a marketing

strategy that uses well-known brand ambassadors and has many followers on social

media. (Purwaningsih & Rachman, 2020).

The chosen brand ambassadors such as actresses, influencers, and those who have

a positive image and are in line with the marketing target of Y.O.U Beauty products, with

the use of this brand ambassador have proven to be effective in increasing sales and

attracting consumers to buy Radiance Up serum. Brand ambassador followers on social

media will see this product used by those they admire, thus encouraging them to buy and

try the product, this collaboration with brand ambassadors can support Y.O.U Beauty

sales and reach a wider target market in Sidoarjo. (Sanaji & Shafa, 2023).

The purchase decision is a series of purchase decisions, a process that begins with

consumers looking for information about their products, in this case, consumers will get

to know the product and evaluate the product will solve the problem, which will then lead

to a purchase decision. With this, the purchase decision is automatically higher on the

brand value is very influential, and can always be remembered by every consumer.

(Purwati & Cahyanti, 2022).

Thus, Brand Y.O.U Beauty uses brand ambassadors to invite consumers to attract

attention through well-known brand ambassadors, usually through well-known

celebrities. (Nurdin & Setiani, 2021). According to previous research, brand ambassadors

are advertising advocates who are selected from famous people and have an attractive

appearance to attract the attention and attention of consumers. According to previous

research, brand ambassadors do not have a significant effect on purchasing decisions.

Therefore, there is a gap in brand ambassadors. (Kolinug et al., 2022).

In addition to using brand ambassadors to increase sales, product quality also

influences purchasing decisions. Product quality, namely customer needs and

expectations, is an important factor in determining the value of product quality.

According to previous research, product quality also has a significant effect on purchasing

decisions. Customers have expectations and consumers must have a high level of

satisfaction because it can increase the production of a. From these three studies, it can

have a significant influence on product quality. (Aruna et al., 2024).

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4272

In addition, price is a consideration for consumers to determine consumer

purchases. When consumers hear that the price is relatively expensive, few enthusiasts

will buy it, if it is heard at a relatively low price, the number of buyers will increase.

(Selvia et al., 2022). In purchasing an item, of course, it will be seen from the benefits

and price of the item, according to previous research conducted with the existence of

price, it will be a consideration for consumers, having a positive and significant effect on

increasing consumers as a factor in purchasing decisions. (Fauzi et al., 2023). According

to consumers, the most important consideration when buying a product is price, so price

becomes a problem for consumers when they are going to make a purchase, according to

this previous study stated that price does not have a significant effect on purchases. (Diana

et al., 2023).

Based on previous research, it can be concluded that some gaps or gaps occur after

previous research on price, product quality, and price on purchase decisions so that

researchers conduct further research to find out the latest results whether these variables

affect or not. Researchers found a gap in the results of previous research (Research Gap).

The Research Gap shows the gap between inconsistent phenomena and the results or

evidence in the field. (Jayanti, 2015). This prompted the researcher to take the title "The

Influence of Brand Ambassadors, Product Quality, and Price on Purchase Decisions of

Radiance Up Y.O.U Serum Products in Sidoarjo Regency"

This study aims to analyze the influence of Brand Ambassadors, product quality,

and price on the purchase decision of Radiance Up serum products from Y.O.U Beauty

in Sidoarjo Regency. By understanding the extent to which these three factors affect

consumer decisions, the results of the study are expected to provide the right

recommendations for cosmetic companies in formulating more effective marketing

strategies.

Method

Types of Research and Overview of the Population

This research is quantitative with an approach with a quantitative method in general,

the research reference emphasizes behavioristic and empirical aspects derived from

existing phenomena and based on behavior in the field, with the analysis stage using a

questionnaire of data in the form of numbers, tables, and calculations from mathematical

or statistical analysis methods. So in this case, the researcher used a multiple linear

analysis to find out if there was an influence between brand ambassadors, product

quality, and price on the purchase decision of Radiance Up serum products. For the

population in this study, namely adolescents to adults who use serum and make purchases

at the Sidoarjo store.

Sampling Techniques

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4273

The sampling technique used in this study uses a purposive method. Purposive is a

non-random sampling method in which the researcher ensures the citation of characters

through a certain identity identification method that is by the research objectives so that

the researcher can expect a response to the research case The non-probability sampling

technique is a technique that does not have the same results as consumers with each other

which is applicable to be a sample With this, it has several criteria that can represent the

population, including:

1. Respondents who use Radiance Up serum > 1.

2. Respondents ranged in age from adolescence to adulthood.

3. The respondents were domiciled in Sidoarjo.

After that, to find out the number of respondents in this study, the Lamesshow

formula.

𝑛 =

𝑧

𝑃(1 − 𝑃)

𝑑

Information:

n = Number of samples 𝑛

z = Value of the moral table with a

specific table

p = Proportion of unknown population

d = Distance in both directions

The formula used above can be used to determine the number of samples using the

Lamesshow formula where the alpha in this formula uses 95% or equivalent to 1.96. The

number of these unknown populations is 0.05 with a confidence level of 10%. The sample

calculation example in the Lamesshow formula

𝑛 =

𝑧

𝑃

(

1 − 𝑃

)

𝑑

𝑛 =

1,96

0,5(1 − 0,5)

0,1

𝑛 =

3,8416

0,5

(

0,5

)

0,01

𝑛 =

0,9604

0,01

𝑛 =

0,9604

0,01

𝑛 = 96

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4274

Based on the results of the calculation above, it can be concluded that the sample

taken by 96 respondents, fill out a questionnaire that was not filled in by the researcher

sample, 100 respondents will be determined.

Types and Data Sources

The data sources used in this study use primary and secondary data types. For the

type of primary data, the researcher obtained data by distributing questionnaires to

respondents who used the Radiance Up Y.O.U Beauty serum. For secondary data types,

the researcher uses literature from previous research as well as journals and books that

are in accordance with the subject matter.

Data Collection Techniques

This data collection technique is widely used by researchers in the form of

questionnaires. The questionnaire is planned to contain several questions that have been

prepared in such a way by researchers. So that they will get relevant information. The

following is the procedure used in answering the question, namely with the Likert scale,

namely Number 1 (Strongly Disagree), Number 2 (Disagree), Number 3 (Ordinary),

Number 4 (Agree) and Number 5 (Strongly Agree). In this way, it will be easier for

respondents who will fill out questionnaires and researchers will more easily collect

respondent data.

Data Analysis Techniques

Multiple linear regression analysis has a function to find the magnitude of the

relationship between two independent variables and bound variables. The formulation of

the regression model is as follows:

Y = a + b1X1 +b2X2 + b3X3 + e

Information:

Y= Purchase Decision

a = Constanta

b1, 2, 3 = Regression Coefficient

X1 = Brand ambassador

X2 = Product Quality

X3 = Price

e = error

Test Data Instruments

A validity test is a test used to see how thorough a test is in performing its function,

in other words, this test is used to measure the validity or not of a questionnaire that has

been distributed to respondents. In the validity test, the criteria used to compare the

calculated r-value, with the table r-value, namely.

If r counts > r table, then the instrument is declared valid

If r calculates < r table, then the instrument is declared invalid

Rehabilitation Test

This rehabilitation test has a function to measure the variables used through

questions given to respondents. This test was carried out by comparing Cronback's alpha

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4275

value with a significant level or level (0.5 0.6 to 0.7 depending on the needs of the study).

The rehabilitation test has several criteria for examiners, namely.

1. If Cronbach's alpha value > significant, then the instrument is said to be reliable

2. If Cronbach's alpha value < significant, then the instrument is said to be unreliable

Classical Assumption Test

1. Normality Test

The normality test has a function of testing how large the degree of normality of the

distribution of data processing is, so that normally distributed data can have a distribution

and automatically that will be considered representative of a population.

2. Multicollinearity test

This regression model can be justified if there is no correlation between independent

variables, so this requires a multicollinearity test which aims to test if a correlation

between independent variables is found with a predetermined regression model.

Heteroskedasticity Test

A good regression model will not cause heteroskedasticity. To conduct a

heteroskedasticity test, the author can use a test tool, namely the Park Test carried out

through a Diagram or Plot. If the distribution of data is in the form of a certain pattern, it

is stated that there are no symptoms of heteroskedasticity or the population is classified

as homogeneous.

Test t

The t-test is used to find out whether there is an influence between independent

variables or independent variables, namely, Brand ambassador (X1), Product Quality

(X2), Price (X3), and dependent variables or related variables, namely purchase decisions

(Y) at a confidence level of 95% and α = 5%. With the following criteria.

1. If Thicount > Ttable or sig < α = 0.05, then Ho is rejected and Ha is accepted, meaning

that the independent (significant) variable influences the dependent variable

2. If Thicount < Ttable or sig > α = 0.05, then Ho is accepted and Ha is rejected, meaning that

the independent (significant) variable does not influence the dependent variable

Coefficient of Determination (R2)

The determination coefficient (R2) shows the ratio of variation in the values of the

dependent variable (Y) which is influenced by the independent variable (X). The

determination coefficient (R2) has the goal of measuring how far the model can explain

the dependent variation and the determination coefficient is between zero and one.

Results and Discussion

Table 1

Respondent Characteristics Analysis

Descriptive Statistics

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4276

Minimum

Maximum

Mean

Std.

Deviation

Gender

100

1.00

.000

Age

100

1.00

.000

Living in Sidoarjo

100

1.00

.000

Serum User

100

1.00

.000

Consumer YOU

Serum Products

100

1.00

.000

Valid N (listwise)

100

Based on the results of the descriptive analysis, it can be seen that as many as 100

respondents in the study have established characteristics. The characteristics of

respondents based on gender have a mean value of 1.00 and a standard deviation of 0.000

with a percentage of female sex of 90% and a percentage of male sex of 10%. The

characteristics of respondents based on age have a mean of 1.00 with a deviation of 0.000

with a percentage of 17-25 years old of 41%, the percentage of 26-30 years old is 38%,

the percentage of 31-40 years old is 21%, and the percentage of >40 years old is 0%. The

characteristics of respondents based on the domicile of residence in Sidoarjo have a mean

value of 1.00 and a standard definition of 0.000 with the percentage of respondents

residing in Sidoarjo as much as 100%, which is by the characteristics that have been

established by the researcher. The characteristics of respondents who are serum users are

100%, this is by the characteristics that have been determined by the researcher. The

characteristics of respondents who are consumers of YOU serum products have a mean

value of 1.00 with a standard deviation of 0.000 with the percentage of respondents who

know and have purchased YOU serum products as much as 100%, this is by the

characteristics that have been determined by the researcher.

Multiple Linear Regression Analysis

a. Dependent Variable: Buying interest

Based on the table of the results of the multiple linear regression test, the variable

equation in this study can be formulated as follows:

Y = 𝑎 + 𝑏

𝑋

+ 𝑏

𝑋

+ 𝑏

𝑋

+ e

Y = 0.687 + 0.157 X1 + 0.249 X2 + 0.514 X3

From the equation that has been formulated, it can be interpreted as follows:

b. Constanta (a)

A positive constant value of 0.687 means that without the influence of independent

variables such as Brand Ambassador, Product Quality, and Price, the value of the

dependent variable (bound) i.e. the purchase decision will remain constant at 0.687.

c. Brand Ambassador

The value of the coefficient in Brand Ambassador and purchase decision variable

is positive at 0.157, which means that the two variables have a positive relationship. So it

can be stated that if the Brand Ambassador variable increases in the unit, then the

purchase decision variable also increases by 0.157.

d. Product Quality

The value of the coefficient in the Product Quality variable and the purchase

decision is positive of 0.249, which means that the two variables have a positive

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4277

relationship. So it can be stated that if the Product Quality variable increases in one unit,

then the purchase decision variable also increases by 0.249.

Price

The value of the coefficient in the Price and Purchase Decision variables is positive

at 0.514, which means that the two variables have a positive relationship. So it can be

stated that if the Price variable increases in one unit, then the purchase decision variable

also increases by 0.514.

Test Data Instruments

Table 2

Validity Test

The validity test was determined by the formula df=(n-2) so that in the study df=

100-2=98 was obtained. So the resulting r-table is 0.196. If the R-value of the calculation

is less than the R table (0.196), it is declared invalid, but if the R-value of the calculation

is greater than the R of the table, it can be concluded that the test taker is considered valid.

Reliability Test

The resiliency test in this study uses the Chronbach Alpha method with the

condition that if the Chronbach Alpha value > 0.70, the instrument is declared reliable.

Table 3

Reliability Test

Indicator

R Count

R Table

Information

Brand

Ambassado

(X1)

X1.1

0.846

0.196

Valid

X1.2

0.779

0.196

Valid

X1.3

0.790

0.196

Valid

Product

Quality

(x2)

X2.1

0.771

0.196

Valid

X2.2

0.835

0.196

Valid

X2.3

0.799

0.196

Valid

Price (x3)

X3.1

0.817

0.196

Valid

X3.2

0.816

0.196

Valid

X3.3

0.845

0.196

Valid

Purchase

Decision

(Y1)

Y1.1

0.785

0.196

Valid

Y1.2

0.807

0.196

Valid

Y1.3

0.742

0.196

Valid

Item-Total Statistics

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4278

The results of the feasibility test showed that the Cronbach's Alpha value of the

Brand Ambassador variable was 0.934, the product quality variable was 0.933, the Price

variable was 0.909, and the purchase decision variable was 0.952. This shows that the

value of all variables is from 0.70 or (>0.70) which means that all variables are declared

reliable.

Classical Assumption Test

The normality test in this study uses the Kolmogorov-Smirnov method, with the

right criteria in the significant intention test < 0.05 means that the data distribution is

abnormal, and if it is >0.05 the data is distributed normally.

Table 4

Classical Assumption Test

The results of this normality test showed that the significant value generated from

the Kolmogorov-Smirnov test is 0.012 (>0.05), so it can be stated that the data is normally

distributed. This result can also be proven by the normal probability test histogram and

the graph of the results of the Plot of Regression Residual as follows.

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4279

The results of the graph test above show that the curve is perfectly bell-shaped,

which means that it is distributed normally.

The results of the normal probability plot graph state that the data can be in the form

of points that are close to the diagonal line, it is stated that the data can spread in the

diagonal line area and follow the direction of the diagonal line, so it can be concluded

that the data is distributed normally.

Multicollinearity Test

The multicollinearity test in this study can be done by looking at the magnitude of

the tolerance value and the value of VIF (Variant Inflation Factor). Whether the tolerance

value is greater than 0.1 (>0.10) and the VIF is less than (<10) means that the regression

model is free from multicollinearity.

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4280

Table 5

Multicollinearity Test

The results of the multicollinearity test above stated that the tolerance value of the

Brand Ambassador variable was 0.189 or (>0.10) and the VIF value was 5,317 (<10),

then the tolerance value of the Product Quality variable was 0.192 (>0.10) and the VIF

value was 5,197 (<10), then the tolerance value on the Price was 0.201 (>0.10) and the

VIF value was 4,982 (<10). Therefore, it can be stated that the independent variable is

free from multicollinearity.

Heteroscedasticity Test

The heteroscedasticity test in this study was used by the graph method using

a scatterplot. This method has criteria if the dots that spread on the graph do not form a

certain pattern, it can be stated that there is no heteroscedasticity.

The results of the heteroscedasticity test above state that the pattern of the

distribution of the points produced does not form a specific pattern and spreads on the

graph. So it has the conclusion that no heteroscedasticity is detected.

Uji Hipotesis

The partial test or test in this study was used by looking at the magnitude of the sig

t value and the t-count value. If the sig t value is less than 0.05 (<0.05) and the t-count

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4281

value is greater than the t-count value, it can be stated that there is a partially significant

influence between the independent variable (X) and the dependent variable (Y).

Table 6

Uji T

Coefficientsa

Model

Unstandardized

Coefficients

Standardized

Coefficients

Mr.

Std. Error

Beta

(Constant)

.687

.779

.882

.380

BRAND

AMBASSA

DOR

.157

.132

.151

1.189

.237

PRODUCT

QUALITY

.249

.133

.235

1.868

.065

PRICE

.514

.129

.490

3.975

.000

a. Dependent Variable: PURCHASING DECISION

The results of the T-test above can be analyzed as follows:

a. Brand Ambassador (X1) to Purchase Decision (Y)

The significant value of t is 0.380 < 0.05, which means that H0 is rejected and H1

is accepted. So it can be stated that brand ambassadors affect purchase decisions.

The t-hitting value is 1.189 > 1.98498, which means that H0 is rejected and H1 is

accepted. So it can be stated that a brand ambassador's personality affects purchasing

decisions.

b. Product Quality (X2) Towards Purchase Decision (Y)

The significant value of t senialai is 0.065< 0.05, which means that H0 is rejected

and H2 is accepted. So it can be stated that precisely product quality affects the purchase

decision.

The t-count value is 1.868 > 1.98498, which means that H0 is rejected and H2 is

accepted. So it can be stated that the product quality is superior to the purchase decision.

c. Price (x3) on Purchase Decision

The significant value of t is 0.000 < 0.05, which means that H0 is rejected and H3

is accepted. So it can be stated that partially the price affects the purchase decision.

The t-count value is 3,975 > 1.98498, which means that H0 is rejected and H3 is

accepted. So it can be stated that price percentage affects the purchase decision.

Determination Coefficient Test (R2)

The determination coefficient test in this study was carried out by looking at the

magnitude of the R square value.

Table 7

Uji Koefisiem

model summaryb

model

r square

adjusted r

square

std. The error

of the estimate

.841a

.707

.698

1.366

a. Predictors: (constant), price, product quality, brand

ambassador

b. Dependent Variable: Purchase Decision

The results of the determination coefficient test above prove that the R2 value

produced is 0.707 or 70.7%. So it can be stated that the variables of brand ambassador,

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4282

product quality, and price can explain 70.7% of the purchase decision variable, and the

remaining 29.3% is explained by other variables that are not included in this study.

Based on the results of data processing using the SPSS application version 25

above, it is stated that the results of the Brand Ambassador variables, product quality, and

price on purchase decisions on Radiance Up Y.O.U Beauty serum products are as follows:

Brand Ambassador has a significant influence on purchasing decisions for Radiance

Up Y.O.U Beauty serum products

Based on the results of the linear regression calculation in the T-test, it is stated that

the Brand Ambassador has a significant influence on the purchase decision, then Ha is

accepted and Ho is rejected, which means that in terms of the brand, ambassador variable

has a significant influence on the purchase decision of the Radiance Up Y.O.U Beauty

serum product. The results of this study are also in line with research conducted by the

study which stated that brand ambassadors have a significant positive influence on

purchasing decisions.

Product quality has a significant effect on the purchase decision of Radiance Up

Y.O.U Beauty serum products.

Based on the results of the linear regression calculation in the T-test, it was stated

that product quality had a significant influence on the purchase decision, so Ha was

accepted and Ho was rejected, which means that the product quality factor has a

significant influence on the product purchase decision in the Radiance Up Y.O.U Beauty

serum product. The results of this study are also in line with research conducted by those

who state that product quality has a significant influence on purchasing decisions.

Price has a significant effect on the purchase decision of Radiance Up Y.O.U Beauty

serum products.

Based on the results of the calculation on the T-test, it is stated that the price has a

significant influence on the purchase decision, so Ha is accepted and Ho is rejected, where

the price has a significant influence on the purchase decision of the Radiance Up Y.O.U

Beauty serum product. The results of this study are also in line with the research

conducted by the study showing that there is a significant difference between price and

purchase decision.

Conclusion

In conclusion, these three variables play an important role in influencing consumer

purchasing decisions. Brand Ambassador has proven to have a significant influence on

increasing consumer interest in buying products. This shows that the use of well-known

figures or celebrities can create emotional closeness with consumers, thus encouraging

them to be more interested and motivated to try the product. In addition, product quality

also has a significant influence on purchasing decisions. Consumers consider that

products that have good quality and suit their needs are more likely to be chosen than

other products on the market. In other words, the quality presented by Radiance Up serum

products is a key factor that affects consumer satisfaction and loyalty to the Y.O.U Beauty

brand.

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4283

Overall, this study reveals that the decision to purchase Radiance Up Y.O.U Beauty

serum products in Sidoarjo Regency is greatly influenced by a combination of Brand

Ambassadors, product quality, and price. These three factors must be managed well by

the company to create an effective marketing strategy and be able to compete in the

growing cosmetics market. Thus, Y.O.U Beauty is expected to continue to maintain and

improve its marketing strategy by selecting the right Brand Ambassador, maintaining

product quality, and setting prices that are by consumer purchasing power.

The Influence of Brand Ambassador, Product Quality, and Price on Product Purchasing

Decision Store in Sidoarjo

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4284

Bibliography

Aruna, S. T., Hariasih, M., & Pebrianggara, A. (2024). PENGARUH BRAND

AMBASSADOR, BRAND IMAGE DAN KUALITAS PRODUK TERHADAP

KEPUTUSAN PEMBELIAN PRODUK GARNIER SAKURA GLOW. Jurnal

Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(2), 228–245.

Azizah, F. (2021). Pengaruh Promosi Dan Harga Terhadap Keputusan Pembelian

Produk Kosmetik You Di Toko Nurul Martapura. Universitas Islam Kalimantan

MAB.

Diana, E. N., Rapini, T., & Chamidah, S. (2023). Pengaruh Kepercayaan Konsumen,

Brand Image Dan Kepuasan Terhadap Keputusan Pembelian Produk Cosmetic

Merek YOU. The Academy Of Management and Business, 2(1), 50–62.

Fauzi, R. U. A., Esmike, M., & Ardiningrum, A. R. (2023). Pengaruh brand ambassador,

kualitas produk dan harga terhadap keputusan pembelian produk somethinc.

Efektif: Jurnal Bisnis Dan Ekonomi, 14(1 Juni), 58–78.

Fitri, N., Rachma, N., & Normaladewi, A. (2023). Pengaruh Brand Ambassador, Harga,

Dan Kualitas Produk Terhadap Keputusan Pembelian Konsumen Pada Skincare

Whitelab (Studi Kasus Pada Mahasiswi Prodi Manajemen FEB Universitas Islam

Malang). E-JRM: Elektronik Jurnal Riset Manajemen, 12(02).

Jayanti, R. D. (2015). Pengaruh harga dan kepercayaan terhadap keputusan pembelian

secara online (Studi kasus pada harapan maulina hijab Jombang). Eksis: Jurnal

Riset Ekonomi Dan Bisnis, 10(1).

Kolinug, M. S., Mananeke, L., & Tampenawas, J. (2022). Pengaruh brand ambassador

dan brand image terhadap keputusan pembelian kosmetik Revlon (Studi kasus pada

mahasiswa Universitas Sam Ratulangi). Jurnal EMBA: Jurnal Riset Ekonomi,

Manajemen, Bisnis Dan Akuntansi, 10(3), 101–111.

Marlius, D., & Jovanka, N. (2023). Pengaruh Harga Dan Promosi Terhadap Keputusan

Pembelian Konsumen YOU Pada Hasanah Mart Air Haji. Jurnal Economina, 2(2),

476–490.

Matheos, M. I., Soepeno, D., & Raintung, M. C. (2022). Pengaruh Kualitas Produk, Harga

Dan Celebrity Endorser Terhadap Keputusan Pembelian Produk Kosmetik Wardah

Pada Mahasiswi Fakultas Ekonomi Dan Bisnis Universitas SAM Ratulangi

Manado. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi,

10(1), 973–983.

Nurdin, S., & Setiani, P. N. C. (2021). Penggunaan Label Halal Dan Harga Dalam

Meningkatkan Keputusan Pembelian Produk Kosmetik (Studi Pada Masyarakat

Kota Bandung). Jurnal Sains Manajemen, 3(2), 111–122.

Elsa Firdausi Nuzula, Misti Hariasih

Indonesian Journal of Social Technology, Vol. 5, No. 10, October 2024 4285

Purwaningsih, I., & Rachman, M. M. (2020). Pengaruh Kualitas Produk, Citra Merek Dan

Wom Terhadap Keputusan Pembelian Produk Kosmetik Emina. Journal of

Sustainability Bussiness Research (JSBR), 1(1), 369–375.

Purwati, A., & Cahyanti, M. M. (2022). Pengaruh brand ambassador dan brand image

terhadap minat beli yang berdampak pada keputusan pembelian. IQTISHADUNA:

Jurnal Ilmiah Ekonomi Kita, 11(1), 32–46.

Salsabila, F. R., Rahayu, T. S. M., & Kharismasyah, A. Y. (2024). Pengaruh Promosi,

Citra Merek, Brand Ambassador, dan Kualitas Produk Terhadap Keputusan

Pembelian Somethinc. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah,

6(7), 5147–5163.

Sanaji, S., & Shafa, M. S. A. (2023). Pengaruh Brand Ambassador Selebriti Korea Selatan

terhadap Niat Beli Produk Perawatan Kulit dan Kosmetik yang Dimoderasi

Etnosentrisme Konsumen. Jurnal Ilmu Manajemen, 682–693.

Selvia, M., Tumbel, A. L., & Djemly, W. (2022). The Effect of Price and Product Quality

on the Purchase Decision of Scarlett Whitening Products on Students of the Faculty

of Economics and Business Sam Ratulangi Manado University. Emba, 10(4), 320–

330.