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All Journal International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET)
Aulia Ul Mursalin
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Agriculture, Biological Sciences & Forestry Humanities Computer Science & IT Economics, Econometrics & Finance Education

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THE INFLUENCE OF BRAND AMBASADOR, BRAND IMAGE AND COUNTRY OF ORIGIN ON PURCHASE INTENTION OF CLOTHING PRODUCTS SPORTS ON E-COMMERCE PLATFORMS ON COMMUNITY IN LHOKSEUMAWE CITY Aulia Ul Mursalin; Muchsin; Sapna Biby; Munandar
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 3 No. 12 (2024): NOVEMBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v3i12.608

Abstract

This study aims to analyze the Influence of Brand Ambassador, Brand Image and Country of Origin on Purchase Intention of Sportswear Products on E-Commerce Platforms in Lhokseumawe City Society. Data for this study were collected through a survey method using a questionnaire as a data collection instrument. Respondents in this study were 105 consumers. This study uses a quantitative approach with multiple linear regression analysis using SPSS (Statistical Package for the Social Sciences) software. The results of the study indicate that partially Brand Ambassador has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City, Brand image has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City, Country Of Origin has a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City. Simultaneously brand ambassador, Brand image and country of origin have a positive and significant effect on Purchase Intention of Sportswear Products on the E-Commerce Platform in the Community in Lhokseumawe City.
Co-Authors MUCHSIN Munandar Sapna Biby