PENGARUH ISYANA SARASVATI SEBAGAI BRAND AMBASSADOR EMINA TERHADAP KEPUTUSAN PEMBELIAN REMAJA WANITA DI KOTA SEMARANG
Daftar Isi:
- Since the beginning, Emina has used the brand ambassador as a corporate strategy to promote its products and brands. The use of Brand ambassadors is done to encourage people to buy a product. Therefore, this study is conducted to see if there is an influence between Isyana Sarasvati as Emina brand ambassador to the purchase decision. This research uses the understanding of brand ambassadors and purchasing decisions. Brand Ambassador is a company representative. All activities and criteria required by brand ambassador can affect the public's view of a product and brand. The criteria requirements are attraction, credibility, and power. It's purpose to increase sales by giving information and building image to help people evaluates and make purchasing decisions. Purchasing decisions happened because teenage woman need those products or brands to solve problems. The indicator of the buying decision is a selection of product, brand, time, and payment method. This research is a quantitative study. Data obtained from a questionnaire that is filled by 120 people. This research uses purposive sampling techniques with the criteria of teenage women as Emina’s target market who have purchased it’s products. To describe the influence of both variables, researchers used other tests, such as Correlation Test, Simple Linear Regression Test, Individual Signification Test, and Coefficient of Determination Test. The result of Simple Linear Regression is Isyana Sarasvati influenced purchasing decisions with a significance score of 0.000. Based on the Correlation Test, it is shown that both variables have a significant relationship with the coefficient score of 0.539. Brand ambassadors play a role in influencing people to feel they need a product or brand that they promote. The company must precisely adjust its brand ambassador to the brand and create innovations to meet the needs of the people.