The Influence of Price, Brand Image, and Brand Ambassador on Amaterasun's Purchase Decision

This research aims to analyze the influence of price, brand image, and brand ambassadors on the purchasing decisions of Amaterasun products, considering the growing consumer preference for skincare with high SPF and brand credibility. This study applies a quantitative approach using purposive sampling techniques. The research population consists of all Amaterasun consumers living in Galaxy Bekasi Selatan, with a sample size of 120 respondents. For data analysis and hypothesis testing, SPSS version 30 software was used. The research results reveal that price, brand image, and brand ambassadors have a significant positive partial effect on purchasing decisions. The simultaneous test also shows that price, brand image, and brand ambassador simultaneously influence the purchasing decision. The findings of this study provide insights for Amaterasun and similar skincare brands in optimizing pricing strategies, strengthening brand image, and selecting effective brand ambassadors to enhance consumer purchasing decisions.