Jurnal EMT KITA
Vol 9 No 2 (2025): APRIL 2025

Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Vivo dengan Brand Ambassador sebagai Variabel Moderasi

Ganendra, Johan Jaya (Unknown)
Yulia, Iis Anisa (Unknown)
Rumna (Unknown)

Article Info

Publish Date
11 Feb 2025

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.

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Journal Info
Jurnal EMT KITA
Website

Abbrev

emt

Publisher

Lembaga Komunitas Informasi Teknologi Aceh

Subject

Economics, Econometrics & Finance

Description

The Jurnal Ekonomi Manajemen Teknologi (EMT) KITA is one of the scientific publications published by the KITA Institute. The purpose of this Journal is to support the theory and practice of development management in the dissemination of research findings in the field. This journal covers fields such ...