Influence of Brand Existence, Credibility, Content Attractiveness on Purchase Decisions for “avoskinbeauty” Products
DOI:
https://doi.org/10.15575/cjik.v10i1.52253Keywords:
brand existence, brand ambassador, attractiveness, creative contentAbstract
Avoskin is one of the local beauty products that has been developing its products for 11 years, using brand ambassadors from Korea. Avoskin uses various social media platforms, including Instagram. By utilizing the features available on Instagram, it is hoped that followers' knowledge of Avoskin products will increase. Thus, it is hoped that this will influence purchasing decisions. This research aims to determine the magnitude of the influence of Brand Existence, Brand Ambassadors, and Creative Content Appeal on the Purchase Decision of Avoskin products. This research uses the Uses and Gratification Theory. The research approach uses a quantitative approach with survey as the method as data collection. The data processing results for the correlation show a very strong relationship between all variables (Brand Existence, Brand Ambassador, Creative Content Appeal toward Purchase Decision). The Multiple Correlation Test yielded a correlation value (R) of 0.773, indicating a very significant association between Brand Existence, Brand Ambassador, and Creative Content Appeal toward Purchase Decisions. Meanwhile, the Multiple Regression Test yielded a value of 10.784 units indicates that Brand Existence, Brand Ambassador, and Creative Content Appeal have a positive impact on Purchase Decisions. Also the F Test yielded a value of < 0.001 (Sig) < 0.05 (α) or 15.579 for F-count > 3.09 for F-table indicate a substantial simultaneous influence of Brand Existence, Brand Ambassador, and Creative Content Appeal on Purchase Decisions. At last, there is a strong relationship simultaneously. For the F-test, the results showed a positive and significant influence of Brand Existence on Purchase Decision, and Brand Ambassador on Purchase Decision.
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