Indonesian Journal of Law and Economics Review
Vol 19 No 2 (2024): May
Marketing Management

Brand Ambassadors and Price Drive Consumer Decisions in Indonesia
Brand Ambassador dan Harga Mendorong Keputusan Konsumen di Indonesia


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  • Habibil Muttaqien,
  • Misti Hariasih*
Habibil Muttaqien
Universitas Muhammadiyah Sidoarjo, Indonesia
Misti Hariasih
Universitas Muhammadiyah Sidoarjo, Indonesia *

(*) Corresponding Author
Picture in here are illustration from public domain image or provided by the author, as part of their works
DOI: https://doi.org/10.21070/ijler.v19i2.1094
Published May 30, 2024
Keywords
  • Brand Ambassadors,
  • Product Design,
  • Price,
  • Purchasing Decisions,
  • Le Minerale
How to Cite
Muttaqien, H., & Hariasih, M. (2024). Brand Ambassadors and Price Drive Consumer Decisions in Indonesia. Indonesian Journal of Law and Economics Review, 19(2), 10.21070/ijler.v19i2.1094. https://doi.org/10.21070/ijler.v19i2.1094

Copyright (c) 2024 Habibil Muttaqien, Misti Hariasih

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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Abstract

This study investigates the impact of brand ambassadors, product design, and price on purchasing decisions for Le Minerale in Sidoarjo, East Java. Using a quantitative survey method, data were collected from 100 respondents and analyzed with multiple linear regression via SPSS 25. Results show that brand ambassadors and price significantly influence purchasing decisions, while product design does not. Consumers tend to follow brand ambassadors' recommendations and are attracted to affordable pricing. These findings suggest that Le Minerale should focus on effective brand ambassador campaigns and competitive pricing to boost sales, while maintaining current product design standards.

Highlights:

  1. Brand Ambassadors: Significantly influence purchasing decisions, enhancing consumer trust.
  2. Price: Positively affects purchasing decisions due to affordability.
  3. Product Design: Does not significantly impact purchasing decisions.

Keywords: Brand Ambassadors, Product Design, Price, Purchasing Decisions, Le Minerale

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