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All Journal Jurnal Pelita Manajemen Talent: Journal of Economics and Business
Permana, Muhamad Rizki
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Peran Iklan, Brand Ambassador, dan Harga dalam Keputusan Pembelian Muslihat, Rivaldi; Permana, Muhamad Rizki; Iryshad, Saktian
JURNAL PELITA MANAJEMEN Vol. 3 No. 01 (2024): Mei 2024
Publisher : DPPM Universitas Pelita Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37366/jpm.v3i01.4460

Abstract

Tujuan penelitian ini yaitu untuk mengetahui pengaruh Media Iklam, Brand Ambassador, dan harga terhadap keputusan pembelian Sabun Mandi Lifebouy. Desain penelitian yang digunakan dalam penelitian ini adalah kuantitatif. Subjek penelitian adalah Konsumen yang menggunakan Sabun Mandi Lifebouy dan objek pada penelitian ini adalah Media Iklan, Brand Ambassador, dan harga terhadap keputusan pembelian. Sampel dalam penelitian ini berjumlah 72 responden. Data dikumpulkan menggunakan kuesioner dan dinyatakan dalam skala likert. Hasil penelitian menunjukkan bahwa: 1. Media Iklan (X1) berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian (Y). 2. Brand Ambassador (X2) berpengaruh negatif dan tidak signifikan terhadap keputusan pembelian (Y). 3. Harga (X3) berpengaruh positif dan signifikan terhadap keputasan pembelian (Y).
The Influence Of Brand Ambassadors On Purchase Decisions With Price Mediation Moderated By The Quality Of Kahf Face Wash Soap Products Muslihat, Rivaldi; Permana, Muhamad Rizki; Irsyad, Saktian
Talent: Journal of Economics and Business Vol. 2 No. 02 (2024): June 2024
Publisher : Lentera Ilmu Nusantara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59422/jeb.v2i02.555

Abstract

The purpose of this study is to determine the influence of brand ambassadors on purchase decisions with price mediation moderated by the quality of face wash soap. The research design used in this study is quantitative. The subject of the study is consumers who use Kahf face soap products and the objects in this study are. Brand Ambassador, to purchase decisions with price mediation that moderates product quality. The sample in this study amounted to 102 respondents. Data were collected using questionnaires and expressed on the Likert scale. The results of the study showed that: that brand ambassador (X) had a negative and insignificant effect on the purchase decision (Y), price (Z) had a positive and significant effect on the purchase decision (Y), product quality (M) had a positive effect on the purchase decision (Y).
Co-Authors Irsyad, Saktian Iryshad, Saktian Muslihat, Rivaldi