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All Journal Jurnal Kewirausahaan, Akuntansi, dan Manajemen TRI BISNIS
Timothy Rekso Diputra
Sekolah Tinggi Ilmu Ekonomi Tri Bhakti
Economics, Econometrics & Finance

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Pengaruh Brand Ambassador dan Desain Produk terhadap Minat Beli Produk Erigo (Survey Pada Followers Instagram @erigostore).docx Timothy Rekso Diputra; Eddy Setyanto; ahmad zulfahmi
JURNAL KEWIRAUSAHAAN, AKUNTANSI DAN MANAJEMEN TRI BISNIS Vol 5 No 2 (2023): Jurnal Kewirausahaan, Akuntansi dan Manajemen Tri Bisnis
Publisher : STIE Tri Bhakti

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59806/tribisnis.v5i2.304

Abstract

The purpose of this study was to determine the effect of brand ambassadors and product design on the purchase intention Erigo’s fashion products. This study uses a quantitative research design. The population of this research is Instagram followers @erigostore. The number of samples is 100 respondents. The sampling technique uses purposive sampling using the respondent's criteria, namely the respondent's age is at least 15-35 years and followers Instagram @erigostore. The results of the partial test (t test) with a significant level of 5% show a significance result of 0.000 and 0.000 <0.05, which means that the brand ambassador and product design variables have a significant effect on purchase intention. In the results of the f test, a significant result is 0.000 <0.05, which states that the brand ambassador and product design variables together have a significant effect on the purchase intention Erigo’s fashion products.
Co-Authors Ahmad Zulfahmi Eddy Setyanto