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Putri Cahyani
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Journal : PENG: Jurnal Ekonomi dan Manajemen

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Pengaruh Brand Ambassador, Harga dan Kualitas Produk Terhadap Keputusan Pembelian Chitato (Survei pada Komunitas Carat Solo) Putri Cahyani; Sumaryanto
PENG: Jurnal Ekonomi dan Manajemen Vol. 3 No. 1 (2026): Januari: Inprogress
Publisher : Teewan Journal Solutions

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62710/x1h56n14

Abstract

This study was designed to empirically test the significance of the influence of brand ambassadors (X₁), price (X₂), and product quality (X₃) on the purchase decision (Y) of Chitato products among the Carat community in Solo. The methodology used was a quantitative survey of 100 respondents selected using purposive sampling. The data were analysed using multiple linear regression after passing validity, reliability, and classical assumption tests. The results of the study concluded as follows: (1) The regression equation formed is Y = -1.935 + 0.258X₁ + 0.281X₂ + 0.394X₃ + e. (2) Partially, the t-test confirmed that brand ambassadors, price, and product quality had a significant effect on purchasing decisions. (3) Simultaneously, the F test shows that the regression model is significant. (4) The coefficient of determination (Adjusted R2) is 61.4%, which means that the simultaneous contribution of the three independent variables to the dependent variable is 61.4%, while the remaining 38.6% is influenced by other variables outside the model.
Co-Authors Aditya Hikmat Nugraha Aldy Reynaldy Leuwyh Budiharjo Budiharjo Dedy Khaerudin Emma Yunika Puspasari Ewi Irfani Ganjar Sidik Ganjara Hasan Eldin Adimu Hasidu, La Ode Abdul Fajar Ika Lestari Ilham Antariksa Tasabaramo Innes Annisa’ Istiqomah La Sunra Lufty Abdillah Maharani Mubarak Muhammad Afuza Fauzan Adhim Muhammad Mardhiansyah Muhammad Ridho Fudoil Ndorotul Ainy, Fadya Niskan Walid Masruri Nur Fajrie Nurbaety Pebriandi, Pebriandi Puspita Anggi Kurnianita Riska Sahril Nur Sri Astuti Sumaryanto Zulkarnain