Research Article
The Influence of Brand Ambassadors, Product Quality and Brand Image on Purchasing Decisions for Ms Glow Products for Consumers in Yogyakarta
@INPROCEEDINGS{10.4108/eai.1-8-2024.2355188, author={Sukardi Sukardi and Rai Rake Setyawan and Andy Passyada Salampessy and Ahmad Muhadi}, title={The Influence of Brand Ambassadors, Product Quality and Brand Image on Purchasing Decisions for Ms Glow Products for Consumers in Yogyakarta}, proceedings={Proceedings of the 1st International Conference on Business Economics, Entrepreneurship, and Social Sciences, ICBEESS 2024, 1st August 2024, Gresik, East Java, Indonesia}, publisher={EAI}, proceedings_a={ICBEESS}, year={2026}, month={2}, keywords={brand ambassador product quality brand image purchase decision ms glow}, doi={10.4108/eai.1-8-2024.2355188} }- Sukardi Sukardi
Rai Rake Setyawan
Andy Passyada Salampessy
Ahmad Muhadi
Year: 2026
The Influence of Brand Ambassadors, Product Quality and Brand Image on Purchasing Decisions for Ms Glow Products for Consumers in Yogyakarta
ICBEESS
EAI
DOI: 10.4108/eai.1-8-2024.2355188
Abstract
This research aims to determine the effect of Brand ambassadors on purchasing decisions for MS Glow products for consumers in DIY. To determine the effect of Product Quality on purchasing decisions for MS Glow products for consumers in DIY and to determine the effect of Brand Image on purchasing decisions for MS Glow products for consumers in DIY. The population of this study were all consumers / users of MS Glow products in the Special Region of Yogyakarta. The number of samples used was 105 people.With sampling techniques using area random sampling.Data collection techniques using questionnaires distributed online via Google Form to collect data.Data analysis using SPSS 25. The results showed that Brand Ambassador has a positive and significant effect on purchasing decisions for MS Glow products for consumers in DIY province, Product Quality variables have a positive and significant effect on purchasing decisions for MS Glow products for consumers in DIY province, and Brand Image variables have a positive and significant effect on purchasing decisions for MS Glow products for consumers in DIY.
