The Influence of Brand Ambassador, Product Quality and Price on Consumer Buying Interest in Lemonilo Product
Pengaruh Brand Ambassador, Kualitas Produk dan Harga Terhadap Minat Beli Produk Lemonilo
DOI:
https://doi.org/10.21070/ups.3129Keywords:
Brand Ambassador, Product Qualitiy, Price, Buying InterestAbstract
The purpose of this study was determine the effect of brand ambassador, product quality and price on consumer buying interest in lemonilo product This study uses a quantitative approach. The population in this study is the people of sidoarjo who have consumed lemonilo noodles. The sampling technique used is non-probability sampling with of 96 respondents. The data sources used in this study were primary and secondary data sources, and the data collection technique used in this study was using a Likert scale questionnaire. The data analysis technique used in this study was descriptive analysis with the help of SPSS version 26 software. The results of the study proved that the brand ambassador variable has a significant effect on consumer buying interest, product quality variable has a significant effect on consumer buying interest and price variable has a significant effect on consumer buying interest.
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