Impact of Product Features, BTS Brand Ambassador and Brand Image on Samsung Smartphone Purchase Decisions
Dampak Fitur Produk, Brand Ambassador BTS dan Brand Image pada Keputusan Pembelian Smartphone Samsung
DOI:
https://doi.org/10.21070/ups.2742Keywords:
Brand Ambassador, Brand Image, product features, buying decision, purchase decisionsAbstract
This study aims to determine the effect of Product Features, BTS Brand Ambassador and Brand Image on Purchasing Decisions. This research uses quantitative methods. The sampling technique used was accidental sampling and the number of respondents was 105 people. The data collection technique was carried out by distributing questionnaires. The data analysis technique uses Partial Least Square (PLS) with the Smart-PLS version 4.0 program. the results of this study indicate that. (1) Product features affect purchasing decisions. (2) Brand Ambassador has no effect on purchasing decisions. (3) Brand Image influences purchasing decisions.
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