MENGUJI BRAND IMAGE SEBAGAI VARIABEL INTERVENING DALAM HUBUNGAN PENGARUH BRAND AMBASSADOR TERHADAP KEPUTUSAN PEMBELIAN PRODUK WARDAH
| Main Authors: | Silmi, Zilfiyah, Rachma, N, Hufron, M. |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
UNIVERSITAS ISLAM MALANG
, 2019
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| Online Access: |
http://riset.unisma.ac.id/index.php/jrm/article/view/4060 http://riset.unisma.ac.id/index.php/jrm/article/view/4060/3533 |
Daftar Isi:
- ABSTRACT This research was motived by the selection of Tatjana Saphira as wardah brand ambassador, by determiniting the influence of brand ambassador and product quality on purchasing decision with brand image as an intervening variable. The sample of this study is consumers in supermarket 916 Arjasa using accidental sampling as many as 93 repondents, the method in study used quantitative method and the data collection method used questionnaires. The analytical method in this research used validity, reliability, normality, path analysis, t test and sobel. The result of this study indicate that brand ambassador have no significant effect on brand image, while product quality have a significant effect on brand image. Brand ambassador has no significant effect on purchasing decision, whereas product quality has a significant effect on purchasing decision. Variabel brand image significant effect on purchasing decision. Brand ambassador have no significant indirect effect on purchase decision with brand image as intervening variabel, while product quality has indirectly significant effect on purchase decision with brand image as intervening variabel. Keywords : brand ambassador, brand image, purchase decision