PENGARUH BRAND AMBASSADOR DAN KUALITAS PRODUK TERHADAP BRAND IMAGE SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN GEPREK BENSU (STUDI PADA KONSUMEN GEPREK BENSU DI JAKARTA)
Daftar Isi:
- Heksa Ndaru Ahlan Isyanto, 2019: THE INFLUENCE OF BRAND AMBASSADOR AND PRODUCT QUALITY ON BRAND IMAGE AND ITS IMPACT ON GEPREK BENSU PURCHASE DECISION (STUDY ON GEPREK BENSU CONSUMER IN JAKARTA). Jakarta: Management Study Program, Faculty of Economics, State University of Jakarta. This purpose of this study are: 1) determine the positive influence of brand ambassador on the brand image of Geprek Bensu, 2) determine the positive influence of product quality on the brand image of Geprek Bensu, 3) determine the positive influence of brand ambassador on the purchase decision of Geprek Bensu, 4) determine the positive influence of product quality on the purchase decision of Geprek Bensu, 5) determine the positive influence of brand image on the purchase decision of Geprek Bensu, 6) determine the positive influence of brand ambassador on the purchase decision through brand image of Geprek Bensu, 7) determine the positive influence of product quality on the purchase decision through brand image of Geprek Bensu. Methods of data collection using primary data that is questionnaire. The number of samples in this study are 250 respondents. Data analysis in this study using software SPSS version 24, and SEM analysis method using Lisrel version 8.7. The result show that all hypothesis in this study accepted with t-value ≥ 1.967. Keywords: Brand Ambassador, Product Quality, Brand Image, Purchase Decision