THE INFLUENCE OF BRAND AMBASSADOR, BRAND IMAGE, PRODUCT QUALITY AND PRICE ON POND’S PRODUCT PURCHASE DECISION (Consumer Case Study on Millennials in Lamongan)

Abstract

This study aims to determine the effect of Brand Ambassador, Brand Image, Product Quality and Price on the purchase decision of Pond’s Product Case Study on Millennials in Lamongan. The type of research is quantitative research. The population in this study are consumers who use Pond’s produsct among millrnniald in Lamongan. The sampling technique uses the puposive sampling method with the Alovin formula, a sample size of 251 respondents was obtained. The data collection technique uses online questionnaires through Google From which has been tested for validity and reliabilty. The data analysis technique uses the Asumas method, classical, multiple jinuer regression, coefficient, determination, T an E using SPSS 26. The study began in November 2024 to March 2025.