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

Yunianto, Anissa Novanita (2024) PENGARUH BRAND AMBASSADOR, BRAND IMAGE, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN MIE LEMONILO PADA MASYARAKAT KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

The study aimed to determine the effect of brand ambassador, brand image, product quality, and price towards purchasing decisions. This research was conducted in 3 sub-districts in Madiun City, namely Mangu Harjo District, Taman District, and Kartoharjo District. The sample of this study was 347 respondents taken by sampling area. This research method used a quantitative approach using the help of SPSS analysis tools version 26. The results show: the brand ambassador has a positive and significant effect towards purchasing decisions, brand image has a positive and significant effect towards purchasing decisions, product quality has a positive and significant effect towards purchasing decisions, prices has a positive and significant effect towards purchasing decisions, or brand ambassador, brand image, product quality, and price simultaneously affect purchasing decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Brand Ambassador, Brand Image, Kualitas Produk, Harga, Mie Lemonilo.
Subjects:	A Social Sciences > HA Statistics A Social Sciences > HB Economic Theory A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	YUNIANTO NOVANITA ANISSA
Date Deposited:	07 Oct 2024 04:25
Last Modified:	07 Oct 2024 04:25
URI:	http://eprint.unipma.ac.id/id/eprint/2302

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