Pengaruh Brand Ambassador, Korean Wave Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pond’s (Study Kasus Mahasiswi Universitas Islam Riau)

Rahmayanti, Fitri (2022) Pengaruh Brand Ambassador, Korean Wave Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pond’s (Study Kasus Mahasiswi Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of Brand Ambassador, Korean Wave and Product Quality on Pond's Product Purchase Decisions for Students at the Islamic University of Riau. This type of research is a quantitative research using descriptive method. The population in this study were all students of the Islamic University of Riau, amounting to 13051 people, with sampling using the non- probability sampling and with convenience sampling technique a sample of 100 respondents based on the Solvin formula with an error rate of 10%. The technique used is multiple linear regression technique. The results showed that Brand Ambassador (X1), Korean Wave (X2) and product quality (X3) variables simultaneously had a significant effect on purchasing decisions (Y) for Pond's products at Riau Islamic University students. The Brand Ambassador variable partially has a positive and significant effect on decisions, the Korean Wave variable partially has a positive and insignificant effect on purchasing decisions and the product quality variable partially has a positive and significant effect on purchasing decisions for Pond's products at the Riau Islamic University students.

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