Pengaruh Brand Ambassador Jkt 48 Terhadap Keputusan Pembelian Produk Erigo Pada Booth Erigo Store Living World Pekanbaru

Arminita, Elsa (2024) Pengaruh Brand Ambassador Jkt 48 Terhadap Keputusan Pembelian Produk Erigo Pada Booth Erigo Store Living World Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this research is to analyze and determine the influence of the Jkt48 Brand Ambassador on the decision to purchase Erigo products at the Erigo Store Living World Pekanbaru booth. The type of research used in this research is a descriptive survey with quantitative methods and using SPSS 25 software. The results of this research show that the Brand Ambassador variable with the Visibility, Credibility, Attraction and Power indicators obtained results from respondents in the Strongly Agree category. Meanwhile, for the Purchasing Decision variable, the indicators are Need Recognition, Information Search, Alternative Evaluation, Purchasing Decision, and Post-Purchase Behavior to obtain results from respondents in the Agree category. Data analysis techniques use validity tests, reliability tests, simple linear regression tests, t tests and coefficient of determination. This research shows that Brand Ambassadors have a positive and significant influence on Purchasing Decisions. The results of the coefficient of determination are much influenced by Brand Ambassadors on purchasing decisions compared to other variables not examined by this research.

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