The Effect of Price Perception, Product Variations, and Brand Ambassador on Purchase Decisions of Aice Products in Gresik Regency

The development of science and technology changed various sectors, especially in the food and beverage sector. Using Aice as the research object at the Gresik Regency, this study sought to explain how perceived pricing, product diversity, and brand ambassadors affect shopping decisions. Purposive sampling and a quantitative strategy were both used in this study. The Gresik Regency’s Aice consumers made up the study’s sample population. Consumers who resided in Gresik Regency and were at least 18 years old made up the sample for this study. According to the criteria, 110 Aice customer respondents made up the sample for this study. All tests using the Smart PLS Application showed that all tests got scores above the required values, so the tests were declared reliable. The study’s findings demonstrated that pricing perceptions significantly influenced consumers’ decisions to buy. Purchase decisions were significantly influenced favorably by product variation. In a similar vein, the brand ambassador variable significantly improved decision-making.