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All Journal JDM (Jurnal Dinamika Manajemen) JISIP: Jurnal Ilmu Sosial dan Pendidikan
Junarta, Harbyanto
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Arts Humanities Decision Sciences, Operations Research & Management Education Law, Crime, Criminology & Criminal Justice Social Sciences

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Journal : JISIP: Jurnal Ilmu Sosial dan Pendidikan

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The Influence of Brand Ambassadors on Brand Image and Purchase Decisions for Nike Shoes in Mataram City Junarta, Harbyanto; Sulaeman, Sulaeman
JISIP: Jurnal Ilmu Sosial dan Pendidikan Vol 8, No 1 (2024): JISIP (Jurnal Ilmu Sosial dan Pendidikan) (Januari)
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/jisip.v8i1.6013

Abstract

This study intends to determine the impact of the brand minister on brand image and the choice to purchase Nike brand shoes in the city of Mataram. This kind of exploration includes cooperative examination because this research means to determine the impact or relationship between two or more factors. The factors in this research are brand minister, brand image, and purchasing choices. The information sorting technique used is a review test strategy. The population in this exploration is Mataram city residents aged > 18 years who have purchased Nike brand sports shoes as before, and chose to buy their own Nike shoes. Get the purposive testing test method, with complete examples of 100. The right poll goes directly to where the exploration is carried out. The information checking tool used is Multivariate. Relapse Investigation uses the Incomplete Least Square (PLS) strategy and is assisted by the smartPLS 3.0 information handling instrument.The research results show that (1) brand ambassadors have a significant influence on brand image. (2) Brand ambassadors have a significant influence on purchasing decisions. (3) brand image has a significant effect on purchasing decisions
Co-Authors Fatmawati, Indah Nuryakin, Nuryakin Sulaeman Sulaeman