PENGARUH BRAND AMBASSADOR TERHADAP BRAND IMAGE SERTA DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN (Survey pada pengguna LINE di Asia) - M. Ikhsan Putra (Fakultas Ilmu Administrasi Universitas Brawijaya, 2014)
This research aims to examine the influence of Brand Ambassador on Brand Image and its effect on Costumer Purchasing Decision. Types of research is explanatory research with quantitative approach. Sampling method in this research employ quota sampling which consist of 136 responden. This research uses questionnaireas an instrument which is distributed among respondents in the five countries research purpose (Indonesia, Thailand, Malaysia, Philiphines and India). According to path analysis the result shown that brand ambassador significantly influence brand image and purchasing decisions. While Annova test results has shown there are difference respond on variable brand image between Malaysia with Thailand, and Malaysia with Philippines, other variabels such as Brand Ambassador and Costumer Purchasing Decision in each countries research purposes have same respond. Keyword : Brand Ambassador, Brand Image, Costumer Purchasing Decision.ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh antara Brand Ambassador terhadap Brand Image serta dampaknya terhadap Keputusan Pembelian. Jenis penelitian yang digunakan adalah penelitian explanatory dengan pendekatan kuantitatif. Teknik pengambilan sampel dalam penelitian ini menggunakan metode sampling kuota dengan sampel sebanyak 136 responden melalui penyebaran kuesioner di lima negara tujuan penelitian (Indonesia, Thailand, Malaysia, Fhiliphina dan India). Berdasarkan hasil uji analisis path diketahui bahwa variabel Brand Ambassador berpengaruh signifikan terhadap variabel Brand Image dan Keputusan Pembelian, sedangkan hasil uji Annova menunjukkan terdapat perbedaan respon terhadap variabel Brand Image antara Malaysia dengan Philippines, dan Malaysia dengan Thailand sedangkan variabel lain seperti Brand ambassador dan Keputusan Pembelian di setiap negara tujuan penelitian memiliki respon yang sama. Kata Kunci : Brand Ambassador, Brand Image, Keputusan Pembelian.