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All Journal Cakrawangsa Bisnis
Margaretha Olivia Putri
STIM YKPN Yogyakarta
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Brand Ambassador terhadap Keputusan Pembelian dengan Citra Merek sebagai Variabel Intervening (Kasus Produk Skincare Whitelab pada Masyarakat di Yogyakarta) Margaretha Olivia Putri; Sri Ekanti Sabardini
Cakrawangsa Bisnis: Jurnal Ilmiah Mahasiswa Vol 4, No 1 (2023): April
Publisher : Sekolah Tinggi Ilmu Manajemen YKPN Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35917/cb.v4i1.399

Abstract

 This study aims to analyze the influence of Brand Ambassador on Purchase Decisions with Brand Image as an Intervening variable. Samples were taken by non-probability sampling method with purposive sampling technique. The number of samples in this study were 100 people who were consumers who had purchased at least once and used Whitelab Skincare products in Yogyakarta and were at least 12 years old. Primary data were collected using a questionnaire technique. Data analysis was performed using multiple linear regression method. Before the regression was carried out, the instruments were tested, namely validity and reliability tests, data normality tests, and classical assumption tests which included multicollinearity tests, heteroscedasticity tests. Hypothesis testing is done by t test and Sobel test. The results of the study show that Brand Ambassador has a significant positive effect on Brand Image, Brand Ambassador has a significant positive effect on Purchase Decisions, Brand Image has a significant positive effect on Purchase Decisions, and there is a positive and significant influence of Brand Ambassador on Purchase Decisions with Brand Image as an Intervening variable.
Co-Authors Sri Ekanti Sabardini