Article Per Year (5 Year)
p-Index From 2020 - 2025
0.408
P-Index
This Author published in this journals
All Journal Jurnal EMT KITA
Ganendra, Johan Jaya
Unknown Affiliation
Economics, Econometrics & Finance

Published : 2 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 2 Documents
Search

 1 
Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Vivo dengan Brand Ambassador sebagai Variabel Moderasi Ganendra, Johan Jaya; Yulia, Iis Anisa; Rumna
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i2.3237

Abstract

This research aims to analyze the influence of promotion and product quality on purchasing decisions for Vivo smartphones with brand ambassadors as moderating variables. The sample used in this research was 135 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Promotion has a significant influence on Purchasing Decisions and Product Quality has a significant influence on Purchasing Decisions, Brand Ambassadors can moderate the influence of Promotion and Product Quality on Purchasing Decisions.
Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Vivo dengan Brand Ambassador sebagai Variabel Moderasi Ganendra, Johan Jaya; Yulia, Iis Anisa; Rumna
Jurnal EMT KITA Vol 9 No 2 (2025): APRIL 2025
Publisher : Lembaga Otonom Lembaga Informasi dan Riset Indonesia (KITA INFO dan RISET) - Lembaga KITA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35870/emt.v9i2.3237

Abstract

This research aims to analyze the influence of promotion and product quality on purchasing decisions for Vivo smartphones with brand ambassadors as moderating variables. The sample used in this research was 135 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Promotion has a significant influence on Purchasing Decisions and Product Quality has a significant influence on Purchasing Decisions, Brand Ambassadors can moderate the influence of Promotion and Product Quality on Purchasing Decisions.
Co-Authors Rumna Yulia, Iis Anisa