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THE INFLUENCE OF BRAND AMBASSADOR PERCEPTION, BRAND AWARENESS, AND PRICE FAIRNESS PERCEPTION ON THE PURCHASE DECISION OF Y.O.U BEAUTY PRODUCTS AT YOGYA TEGAL DEPARTMENT STORE

Abstract

The objectives of this study are to determine the influence of brand ambassador perception, brand awareness, and price fairness perception on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store, both partially and simultaneously. The population of this study consists of consumers in Tegal City who use Y.O.U Beauty products, with a sample of 100 respondents selected using a non-probability sampling technique. The data were analyzed using multiple linear regression analysis and coefficient of determination analysis. The results show that brand ambassador perception has a positive and significant effect on purchase decisions (sig. 0.041 < 0.05), brand awareness also has a positive and significant effect on purchase decisions (sig. 0.001 < 0.05), and price fairness perception has a positive and significant effect on purchase decisions (sig. 0.001 < 0.05). Furthermore, brand ambassador perception, brand awareness, and price fairness perception simultaneously have a significant effect on the purchase decision of Y.O.U Beauty products at Yogya Tegal Department Store (sig. 0.000 < 0.05).