Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index The Influence of Brand Ambassador.
Store Atmosphere, and Perceived Quality on the Purchase Decision of Skintific Products at Cantik Tulungagung Store Zamroni Faculty of Economics and Businees.
Institut Teknologi dan Bisnis Trenggalek.
Indonesia Corresponding author : mzamroni@itbtrenggalek.
ABSTRACT
This study aims to examine the influence of Brand Ambassador.
Store Atmosphere, and Perceived Quality on the purchasing decisions of Skintific products such as cleansers, moisturizers, and sunscreen at the Tulungagung Beauty Store.
The method used in this study is descriptive quantitative with a sample of 100 respondents from Skintific consumers.
The sampling technique used was purposive sampling, considering the suitability of the sample.
Data processing was conducted using IBM SPSS 25 software.
Data analysis in this study included classical assumption tests .
ormality, multicollinearit.
, multiple linear regression analysis, and the coefficient of determination (RA).
The conclusion of this study is that the variables Brand Ambassador.
Store Atmosphere, and Perceived Quality are positively related to purchasing decisions and obtained an R-square value considered to represent the coefficient of determination of 0.
720, meaning that 72.
0% of purchasing decisions are influenced by Brand Ambassador and Store Atmosphere, while the remaining 0% are influenced by other variables not included in this study Keywords Brand Ambassador.
Store Atmosphere.
Perceived Quality, and Product Purchase Decisions INTRODUCTION Currently, the beauty industry in Indonesia is growing rapidly.
One of the fastestgrowing products in the beauty category is skin care.
Skin care is a series of steps to maintain healthy skin using specific products.
One skin care product that is currently in high demand among Indonesians is the Skintific brand.
Skintific is a Canadian beauty brand founded by Kristen Tveit and Ann-Kristin Stoke in 1957.
According to information from the official website skintificcanada.
this beauty brand is committed to designing creative products that are accessible to everyone who wants to improve their skincare routine by utilizing high-quality active ingredients, meticulous formulations, and advanced technology.
In addition to promising quick and effective results, they also emphasize the importance of maintaining long-term skin health without compromising skin protection.
The formulas used are based on TTE Technology (Trilogy Triangle Effec.
, which not only delivers efficient and accurate results but also ensures the safety and gentleness of the products for those with sensitive skin (Tempo, 2.
It didn't take long for Skintific, a brand offering skincare products launched at the end of 2021, to become one of the leading brands in Indonesia and highly sought after by consumers.
Not only that, but in the same year.
Sociolla & TikTok Live Awards named Skintific as the AuBest Newcomer Brand 2022Ay (Kompas, 2.
Skintific has emerged as a dominant player in the Indonesian skincare market through a digitally driven strategy.
Studies show that social media marketing .
articularly TikTo.
significantly increases consumer engagement, with 100% of respondents in one study confirming that TikTok content directly influences brand perception (Viona & Rusdi.
Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index With the rise of e-commerce, understanding how these factors work in an online context is crucial.
This analysis synthesizes findings from various studies to explore how store ambiance and brand ambassadors influence impulsive purchases both offline and online.
One marketing strategy to attract and retain customers is to frequently advertise products or services by leveraging online media as a marketing Additionally, the use of celebrities as brand ambassadors is another highly influential factor for sales.
Brand ambassadors, typically celebrities or influencers, support products and shape brand perceptions (Miarta & Seminari, 2.
Companies use famous celebrities as brand ambassadors to make the products marketed by the manufacturer more recognizable to the public, thereby increasing brand awareness by leveraging the celebrity's popularity.
Brand ambassadors bridge digital and physical retail through social media campaigns.
In Surabaya (Indonesi.
, brand image .
haped by ambassador.
and store atmosphere together encourage impulsive purchases at Fashion Brand X (Alifia & Hadi, 2.
Data shows a 27% higher impulse rate when both factors come together (Sari, 2.
Regardless of this, consumer behavior in purchasing often reflects the alignment between product attributes and self-identity.
Consumers adopt brands that reinforce the social image they desire .
, luxury goods for Auprestige seekersAy.
products for the Auenvironmentally consciousAy segment (Pycha & Navrytil, 2019.
Scozzese & Gelli, 2.
Store ambiance and brand ambassadors are important factors influencing consumers' impulsive purchasing behavior.
Store ambiance encompasses physical and environmental elements in physical stores or digital elements in online stores that create a specific shopping atmosphere and experience (Barros et al.
, 2.
Store ambianceAiincluding physical layout, lighting, music, scent, and social elementsAi directly triggers impulsive purchases by stimulating positive emotions and hedonistic shopping values.
Findings from the store atmosphere literature indicate that positive emotions .
, joy, pleasur.
reduce barriers and strengthen impulsive urges.
Studies confirm this mediating effect across retail contexts .
Guardian Stores in Indonesia (Amalia et al.
, 2.
Kuta Beach Road in Bali (Devi & Nurcaya, 2.
Cross-cultural validity research comparing Brazil and Germany reveals that collectivist societies .
Brazi.
show stronger impulsive responses to atmospheric cues than individualist societies (Barros et al.
, 2.
Store atmosphere design must consider other strategic elements, including location, product selection and store concept positioning, product diversity and pricing, as well as customer service.
This view aligns with the findings of Kabrahanubun et al.
which states that there are 10 store characteristics that can influence the purchasing process: .
Location, .
Nature and quality of diversity, .
Price, .
Advertising and promotions, .
Sales staff, .
Service provided, .
Physical attributes of the store, .
Store atmosphere, and .
Post-transaction service and Creating a pleasant, attractive atmosphere that makes consumers feel comfortable while in the store is one way to attract consumers to make a purchase.
The elements of store atmosphere are divided into four components: Exterior.
General Interior.
Store Layout, and Interior Display.
Retailers must pay attention to intense competition and innovate to prevent customers from becoming bored and encourage them to visit again.
Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index To win sales competition, a common factor used to measure sales growth for a product is perceived quality value.
Perceived Quality is one of the components influencing customer loyalty.
The perceived quality value indicates that social recommendation systems can help customers make better choices.
This demonstrates how effective social recommendation systems are in determining the actual quality of a product, comparing it with recommended products, and eliminating unattractive products (Gedikli et al.
, 2.
In reality, the quality of cosmetic products often contains ingredients with uncertain safety profiles, including allergens, endocrine disruptors, and contaminants associated with health risks such as anaphylaxis or longterm toxicity (Manoj et al.
, 2.
How to present products to potential buyers is a challenge for companies.
Launching a product is only one part of this challenge.
business world must also ensure their products remain on the market and continue to develop by introducing new innovations that offer consumers more choices.
If all these obstacles can be overcome, the business will grow and realize its full potential.
Therefore, companies using a marketing approach need to consider customer behavior and the elements influencing their purchasing decisions in their product marketing efforts.
(Mayasari et al.
, 2.
Based on the results of the preliminary study above, the researcher is interested in examining the AoInfluence of Brand Ambassadors.
Store Atmosphere, and Perceived Quality on the Decision to Purchase Skintific Products at Toko Cantik TulungagungAo.
METHODE
This type of research is quantitative research.
The population of this research is the community who are buyers of Skintific brand products.
The sample taken and which will be the focus of this research is only a portion of the population.
The number of samples in this research is 100 respondents who are buyers of Skintific brand The sampling technique used is simple random sampling because the sample is selected in a straightforward manner without considering the status within the population.
Based on the background described and previous research, a framework can be developed to assess the relationship between the independent variablesAibrand ambassador, store atmosphere, and perceived qualityAiand the dependent variableAipurchase decision.
Therefore, the theoretical framework can be structured as follows:
Brand ambassador (X.
Store atmosphere (X.
Perceived Quality (Y) Perceived Quality (X.
Figure 1.
Research Framework The independent variables in this study are Brand Ambassador (X.
Store Atmosphere (X.
Perceived Quality (X.
, and the dependent variable is Purchase Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index Decision (Y).
The data analysis used is confirmatory analysis.
Data collection was conducted by distributing survey questionnaires.
The analysis methods included classical assumption tests .
ormality, multicollinearity, and heteroscedasticit.
, multiple linear analysis, model feasibility tests (F-tes.
, t-test, and coefficient of determination (R.
To facilitate the completion of the questionnaire, the author compiled several indicators as follows:
Table 1.
Indicators of variable X in the study Indicator Visibility Credibility Attraction Power Exterior General Interior Store Layout Interior Display High Quality Superior Product Very Good Quality Variable Brand Ambassador Store Atmosphere Perceived Quality Source: processed by researcher, 2025 In addition, the author developed questionnaire indicators to measure buyer decisions based on the results of combining several previous indicators, including the Table 2.
Indicators of research variable Y Indicators Confidence in purchasing after learning about the Deciding to purchase because it is the most preferred brand.
Purchasing because of knowledge of product Purchasing because the store is comfortable and Purchasing because it suits one's desires and Variabel Purchase Decision Source: processed by researcher, 2025 To facilitate analysis, the questionnaire data was packaged using a 1-5 Likert scale, with the following interpretation Table 3.
Likert Scale Assessment
Grading Scale
Interpretation Strongly disagree Disagree Neutral
Agree
Strongly agree Source: processed by researcher, 2025
RESULT AND DISCUSSION
After the researchers collected data from questionnaires given to 100 randomly selected respondents who were buyers of Skintific brand products, they analyzed the data using the following steps.
Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index Table 4.
Descriptive statistics Descriptive Statistics BrandAmbasador StoreAtmosphere PerceivedQuality KeputusanPembeli Valid N .
Minimum Maximum Mean Std.
Deviation Source: processed by researcher, 2025 From Table 4, descriptive statistical analysis shows that the standard deviation varies greatly for the Brand Ambassador variable, which is 1.
Store Atmosphere, which is 1.
Perceived Quality, which is 1.
37819, while the Buyer Decision variable has a standard deviation of .
Table 5.
Normality Test Results Tests of Normality Brand Ambasador Store Atmosphere Perceived Quality Purchase Statistic Sig.
Statistic Sig.
Source: processed by researcher, 2025 From Table 5, the results of the normality test on each variable can be analyzed statistically to obtain values.
The Sig values vary greatly for the Brand Ambassador variable, obtaining .
Store Atmosphere obtaining .
041, and Perceived Quality obtaining .
It can be concluded that all data obtained are normally distributed.
Therefore, further testing can be carried out.
Table 6.
Uji Multikolinearitas Coefficientsa Collinearity Statistics Model (Constan.
BrandAmbasador
StoreAtmosphere PerceivedQuality Dependent Variable : Buyer Decisions Tolerance VIF
,915
,915
,915
1,093
1,093
1,093
Source: processed by researcher, 2025 Based on the output, it is found that the tolerance values for all independent variables are greater than 0.
10, and the Variance Inflation Factor (VIF) values are less These results indicate that there is no multicollinearity among independent Thus, each independent variable can be interpreted individually without significant overlapping influence among them.
Furthermore, the multiple linear regression analysis presented in Table 7 shows Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index that the variables Brand.
Store, and Perceived Quality significantly affect Purchase Decision.
All three variables have significant values (Sig.
) below 0.
05, suggesting that they contribute meaningfully to the model.
The unstandardized coefficient (B) values indicate that Brand has the strongest influence (B = 87.
, followed by Perceived Quality (B = 67.
, and Store (B = 52.
Similarly, in terms of standardized coefficients (Bet.
Brand (Beta = 0.
is the most dominant predictor in this model.
Table 7.
Multiple Linear Regression Test Results Variable (Constan.
Brand Store Perceived Quality B (Unstandardize.
Std.
Error Beta (Standardize.
Ae Sig.
Note:
Dependent Variable: Purchase Decision Source: Processed by researcher, 2025 Based on the results of the analysis of the table above, the coefficients of the regression equation can be explained as follows:
= 2,313
= 87,243
= 52,726
= 67,418
Thus, the multiple linear regression equation in this study is:
Y= 2.
243 X1 52.
726X2 67.
Based on this equation, the following can be explained The constant value = 2.
313 indicates the magnitude of the Buyer Decision variable influenced by the Brand Ambassador.
Store Atmosphere, and Perceived Quality variables, or it can be interpreted that if the Brand Ambassador.
Store Atmosphere, and Perceived Quality variables are not equal to zero .
or undergo changes, then the Buyer Decision will increase by 2.
The regression coefficient of the Brand Ambassador variable (X.
is 243, indicating that every 1-point increase in Brand Ambassador (X.
will increase the Buyer Decision by 87.
243, assuming that Store Atmosphere (X.
and Perceived Quality (X.
remain constant.
The regression coefficient is positive and the significance level is below 05, indicating a positive relationship between Brand Ambassador.
Store Atmosphere, and Perceived Quality.
Table 8.
Results of the Coefficient of Determination Test Model Summaryb Model R Square ,520a ,720 Adjusted R Square ,775 Std.
Error of the Estimate 1,15495812 Predictor : (Constan.
Brand Ambassador.
Store Atmosphere Percieved Quality Dependent Vriable .
Buyer's Decision Source: processed by researcher, 2025 Volume 6.
Number 2, 2025 https://ijble.
com/index.
php/journal/index Based on the R-square value table, which is considered to represent the coefficient of determination, the value is 0.
720, meaning that 72.
0% of buyer decisions are influenced by Brand Ambassador.
Store Atmosphere, and Perceived Quality, while the remaining 28.
0% are influenced by other variables not included in this study.
CONCLUSION
The conclusion of this study is that the variables of Brand Ambassador.
Store Atmosphere, and Perceived Quality are positively correlated with purchasing decisions and yield an R-square value of 0.
720, which is considered to represent the coefficient of determination.
This means that 72.
0% of purchasing decisions are influenced by Brand Ambassador and Store Atmosphere, while the remaining 28.
are influenced by other variables not included in this study.
Acknowledgments