PENGARUH BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN HEALTHY FOOD DI JAKARTA SELATAN

Abstrak

Penelitian ini mengkaji pengaruh Brand Ambassador dan kualitas produk terhadap keputusan pembelian healthy food di Jakarta Selatan dengan studi kasus YellowFit Kitchen. Menggunakan pendekatan kuantitatif dan metode deskriptif, penelitian ini melibatkan 139 responden. Data dianalisis menggunakan regresi linier berganda. Hasil menunjukkan bahwa Brand Ambassador berpengaruh positif terhadap keputusan pembelian, didukung strategi promosi melalui media sosial. Kualitas produk juga berpengaruh signifikan, terutama karena komitmen perusahaan terhadap kualitas dan jaminan kepuasan. Studi ini menyimpulkan bahwa kedua faktor tersebut berpengaruh signifikan terhadap keputusan pembelian healthy food, khususnya dalam konteks pasca pandemi yang meningkatkan kesadaran kesehatan.

This study examines the influence of Brand Ambassadors and product quality on purchasing decisions for healthy food in South Jakarta with a case study of YellowFit Kitchen. Using a quantitative approach and descriptive method, this study involved 139 respondents. Data were analyzed using multiple linear regression. The results show that Brand Ambassadors have a positive effect on purchasing decisions, supported by promotional strategies through social media. Product quality also has a significant effect, mainly due to the company's commitment to quality and satisfaction guarantee. This study concludes that both factors have a significant effect on purchasing decisions for healthy food, especially in the post-pandemic context of increasing health awareness.