The Influence of Brand Ambassador and Brand Image on Product Purchase Decisions

Suleman, Dede and Prasetyo, Fahira Adya (2022) The Influence of Brand Ambassador and Brand Image on Product Purchase Decisions. Jurnal Ekonomi dan Bisnis, 11 (3). pp. 932-940. ISSN 2654-5837

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Abstract

This study aims to determine the effect of brand ambassadors and brand image on purchasing decisions for Nature Republic products at Kpopers in the Cheries Group Chat. The method used in this research is quantitative research with associative method with a total sample of 145 respondents. The analytical technique used to process SPSS 25 software. The results of this study indicate that the brand ambassador has a positive and significant effect on purchasing decisions with the acquisition of a statistical t table of 2.398 > 1.97635 and 0.018 < 0.05. Then, brand image has a positive and significant effect on purchasing decisions with the acquisition of a statistical t table of 7.999 > 1.97635 and a significant value of 0.000 < 0.05.

Item Type:	Artikel
Uncontrolled Keywords:	Brand Ambassador, Brand Image, Purchase Decision
Subjects:	A General Works > AI Indexes (General)
Divisions:	Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User:	Admin Repository
Date Deposited:	16 Feb 2023 02:27
Last Modified:	16 Feb 2023 02:27
URI:	http://eprints.upj.ac.id/id/eprint/4438

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