THE INFLUENCE OF BRAND AMBASSADOR, PROMOTION AND PRODUCT QUALITY ON PURCHASING DECISIONS FOR SCARLETT BRAND BEAUTY PRODUCTS FOR WOMEN IN THE SPECIAL REGION OF YOGYAKARTA

Abstract

This research seeks to ascertain whether the variables of brand abmassadors, promotional activities, and product quality greatly affect the purchasing decisions for Scarlett brand beauty products among women in the Special Region of Yogyakarta. The population for this study included customers who have bought and used the product. The sample consists of 100 respondents. To gather data, the researcher employed multiple linear regression, coefficient of determination, F test, and t test using SPSS Version 25. The outcomes of the data analysis indicate that the independent variables, which are brand abassadors, promotion, and product quality, greatly impact the dependent variable, which is purchasing decisions.