THE INFLUENCE OF BRAND AMBASSADOR, E-PROMOTION, AND REFERENCE GROUP ON CONSUMER PURCHASING DECISIONS

Fadhilla Jauza Nur Salisa, Hari Purwanto, Hendra Setiawan

Abstract


This study aims to analyze the influence of Brand Ambassador, E-Promotion, and Reference Group on consumer purchase decisions for Jennskin deodorant products in the Madiun region. The research background is driven by the increasing consumer interest in natural body care products and the evolving digital marketing strategies. The methodology employed a quantitative approach through questionnaire distribution to 385 respondents who are active users of Jennskin products. Data analysis was conducted using multiple linear regression techniques. The partial test results demonstrate that Brand Ambassador, E-Promotion, and Reference Group each have a positive and significant influence on purchase decisions. The simultaneous test results also indicate that these three variables collectively have a significant impact on purchase decisions, with a coefficient of determination (R²) of 84.5%. These findings confirm that marketing strategies through public figures, digital promotion, and social influence from reference groups play crucial roles in shaping consumer purchase decisions, particularly among young consumers in the Madiun region.

Keywords: Brand Ambassador, E-Promotion, Reference Group, Purchase Decision, Jennskin

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