PENGARUH BRAND AMBASSADOR, BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO PADA MASYARAKAT KOTA MADIUN

Anissa Novanita Yunianto, Hari Purwanto

Abstract


This study aims to determine the effect of Brand Ambassadors, Brand Image, product quality, and price on purchasing decisions. This research was conducted in 3 districts in Madiun City, namely Mangu Harjo District, Taman District, and Kartoharjo District. The sample of this study was 347 respondents who were taken with area sampling technique. This research method uses a quantitative approach using the help of the SPSS version 26 analysis tool. The results of this study indicate that Brand Ambassadors have a positive and significant effect on purchasing decisions, Brand image has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, or it can be said that Brand Ambassadors, Brand Image, product quality, and price simultaneously influence purchasing decisions

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References


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