Winter Journal: IMWI Student Research Journal
Vol. 1 No. 2 (2020): December 2020

Pengaruh Brand Ambassador Terhadap Purchase Decision OPPO Smartphone di Kota Sukabumi

Sifa Wajhillah (Institut Manajemen Wiyata Indonesia)
Umban Adi Jaya (Institut Manajemen Wiyata Indonesia)
Sherra Adistiana Rizki Utami (Institut Manajemen Wiyata Indonesia)

Article Info

Publish Date
30 Dec 2020

Abstract

This study aims to determine the effect of Brand Ambassador on OPPO Smartphone Purchase Decisions in Sukabumi City. This type of research is categorized as a descriptive study using a quantitative approach. The population of this research is OPPO smartphone users in Sukabumi City. The research sample was 100 respondents who had purchased the product. Selection of the research sample using purposive sampling technique. The data was collected using a questionnaire instrument. Testing instruments using validity and reliability tests. Meanwhile, the data analysis was carried out by using classical assumption test and multiple linear regression test. The results showed that the brand ambassador variable had a positive and significant effect on the purchasing decision variable. Dominant respondents pay attention to the factors of visibility and attractiveness of the brand ambassador.

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Journal Info
Winter Journal: IMWI Student Research Journal
Website

Abbrev

winter

Publisher

Institut Manajemen Wiyata Indonesia

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

Winter Journal: IMWI Student Research Journal publishes research findings from IMWI students in the fields of technology, communication science, visual communication design, accounting, and business ...