Brand Ambassador, Product Design and Price on Purchasing Decisions
Brand Ambassador, Desain Produk dan Harga Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.21070/ups.1976Keywords:
Product Design, Price, Purchase Decision, Brand AmbassadorAbstract
The purpose of this study is to determine the influence of brand ambassadors, product design and price on purchasing decisions (le minerale product study in sidoarjo). This research is a descriptive research using quantitative methods. Data collection techniques in this study used questionnaires with the number of respondents as many as 100 people. The data analysis technique used in this study is multiple linear regression using SPSS program version 25 The results of the study include: brand ambassadors have a significant positive influence on purchasing decisions, product design does not affect purchasing decisions, prices have a significant positive influence on purchasing decisions. This means that brand ambassadors and price have an influence on purchasing decisions while product design has no influence on purchasing decisions.
Downloads
References
N. Akramiah, S. Hastari, and I. Maulana Sari, “The Effect Of Brand Ambassador And Celebrity Endorser On Consumer Purchase Interest Of Le Minerale On Students Faculty Of Economics, Merdeka University, Pasuruan,” Dinasti International Journal of Digital Business Management, vol. 3, no. 1, 2021, doi: 10.31933/dijdbm.v3i1.
N. E. N. Fauzy and E. F. Rafikasari, “Pengaruh Harga, Kemasan, Kualitas Produk, Brand Image Dan Word Of Mouth Terhadap Minat Beli Mahasiswa Pada Produk Le Minerale,” Jurnal Dinamika Penelitian: Media KomunikasiPenelitianSosial Keagamaan, vol. 20, no. 02, pp. 266–284, Nov. 2020.
Hijra, “Pengaruh Korean Wave Dan Brand Ambassador Terhadap Keputusan Pembelian (Survei Pada Konsumen Scarlett Di Makassar),” CEMERLANG : Jurnal Manajemen dan Ekonomi Bisnis, vol. 2, no. 4, pp. 01–15, 2022.
R. Frida Putra, N. Siti Komariah, and F. Ekonomi dan Bisnis, “Pengaruh Citra Merek Dan Desain Produk Terhadap Keputusan Pembelian Sepatu Compass,” Jurnal Ilmiah Akuntansi dan Manajemen (JIAM), vol. 18, no. 2, 2022.
A. Ghadani, A. M. Muhar, and A. I. Sari, “Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness,” 2022. [Online]. Available: https://journals.insightpub.org/index.php/imj
S. L. Utaminingsih and R. H. Sudrajat, “Pengaruh Stray Kids Sebagai Brand Ambassador Terhadap Brand Loyalty Shopee The Influence Stray Kids As Brand Ambassador On Brand Loyalty Shopee,” Aug. 2021.
Nur’aeni and Supartono, “Pengaruh Kualitas Produk, Citra Merek, Dan Desain Produk Terhadap Keputusan Pembelian Sepeda Motor Honda Beat,” DIMENSI, vol. 11, no. 1, pp. 73–86, Mar. 2022, [Online]. Available: https://www.journal.unrika.ac.id/index.php/jurnaldms
D. Hananto, “Pengaruh Desain Produk, Kualitas Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian Produk Jersey Sepeda Di Tangsel,” Oct. 2021. [Online]. Available: http://jurnal.umj.ac.id/index.php/semnaslit
Y.- Yahya, Z.- Maulida, Y.- Yusra, and L.- Makmur, “Pengaruh harga dan kualitas pelayanan terhadap kepuasan pelanggan maskapai penerbangan Batik Air Banda Aceh,” Jurnal Kajian Manajemen Bisnis, vol. 9, no. 1, Jun. 2020, doi: 10.24036/jkmb.10891500.
R. S. Melati and R. Dwijayanti, “Pengaruh Harga Dan Online Consumer Review Terhadap Keputusan Pembelian Case Handphone Pada Marketplace Shopee (Studi Pada Mahasiswa Surabaya),” Jurnal Pendidikan Tata Niaga (JPTN), vol. 8, 2020, [Online]. Available: https://forms.gle/t44jvKgVK6XAiZwi8.
A. Elvina, N. Nugroho, F. A. M. Hutabarat, I. Ivone, and E. S. Ciamas, “Pengaruh Brand Ambassador Terhadap Keputusan Pembeli (Di Platform E-Commerce Shopee Dan Tokopedia),” Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), vol. 3, no. 1, pp. 12–16, Aug. 2021, doi: 10.47065/ekuitas.v3i1.1021.
Agnes Dwita Susilawati, Ahmad Hanfan, and Fetalia Haryanti Anugrah, “Pengaruh Brand Image, Brand Ambassador, Word Of Mouth dan Testimony In Social Media terhadap Keputusan Pembelian Hijab Sulthanah di Kota Tegal,” DIALEKTIKA : Jurnal Ekonomi dan Ilmu Sosial, vol. 6, no. 1, Apr. 2021, doi: 10.36636/dialektika.v6i1.470.
I. Noviyanti, D. Sunarsi, and H. Wijoyo, “Pengaruh Harga dan Lokasi Terhadap Keputusan Pembelian Pada Alfamart Cabang Cipondoh,” Journal of Economic, Management, Accounting and Technology, vol. 4, no. 1, pp. 43–54, Feb. 2021, doi: 10.32500/jematech.v4i1.1447.
F. Destarini and B. Prambudi, “Pengaruh Produk Dan Harga Terhadap Keputusan Pembelian Pada Konsumen 212 Mart Condet Batu Ampar,” JURNAL EKOBIS: EKONOMI, BISNIS & MANAJEMEN, vol. 10, no. 1, 2020, [Online]. Available: http://ejournal.stiemj.ac.id/index.php/ekobis58
S. Aprillia Saputri and I. Novitaningtyas, “Analisis Pengaruh Kualitas Produk dan Review Beauty Vlogger Terhadap Keputusan Pembelian Pada Produk Kosmetik,” Among Makarti, vol. 15, no. 1, 2022.
P. Sopiyan, “Pengaruh Digital Marketing dan Kualitas Pelayanan Terhadap Keputusan Pembelian,” vol. 13, no. 2, 2022.
M. Salby Alamry, “Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Toko Buku Gramedia Surabaya,” 2017.
D. Ernanda, “Pengaruh Store Atmosphere, Hedonic Motive Dan Service Quality Terhadap Keputusan Pembelian Sekolah Tinggi Ilmu Ekonomi Indonesia (Stiesia) Surabaya,” 2017.
M. Lutfi, A. Suryadi, K. Kunci, K. Iklan, K. Pembelian, and R. Linier Berganda, “Analisis Pengaruh Kreativitas Iklan Terhadap Keputusan Pembelian Pada Aplikasi E-Commerce Xyz Di Surabaya,” 2020.
Downloads
Additional Files
Posted
License
Copyright (c) 2023 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
