August 7, 2025JURNAL ECONOMIC RESOURCEOpen Access

The Influence of Brand Ambassador, Brand Image, Brand Awareness, Price, and Product Quality on Azarine Sunscreen Purchasing Decisions in Semarang City

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Discussion

Quantitative analysis reveals brand ambassador, brand image, and price significantly influence purchasing decisions for Azarine sunscreen.

MAIN FINDING: Brand ambassador and brand image positively affect purchasing decisions for Azarine sunscreen.
KEY EVIDENCE: Analysis shows brand awareness and price have statistically significant impacts on choices.
APPROACH: Data collected from 200 respondents using questionnaires and analyzed through SPSS software.
SIGNIFICANCE: Findings inform marketing strategies to enhance product appeal and boost sales in Semarang.

Yulianto et al. (2025) studied this question.

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Quantitative analysis reveals brand ambassador, brand image, and price significantly influence purchasing decisions for Azarine sunscreen.