International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Vol. 2 No. 2 (2023): INTERNATIONAL JOURNAL OF MULTIDISCIPLINARY RESEARCH AND LITERATURE

THE EFFECT OF BRAND AMBASSADORS AND BRAND IMAGE ON PURCHASING DECISIONS

Ansir Launtu (STIEM Bongaya Makassar)

Article Info

Publish Date
03 Mar 2023

Abstract

This study aims to determine, test and analyze the influence of brand ambassadors and brand image on purchasing decisions (a survey of Instagram users specifically for the Makassar area). Data analysis used multiple regression equations and the classic assumption test, one of the methods used to determine the number of samples was using the Slovin formula, the sample used was 30 Instagram users in the Makassar Region. The research data were obtained from questionnaires, literature studies, and direct interviews with related parties according to the research objectives. The results of this study indicate that the brand ambassador and brand image variables simultaneously and partially have a significant effect on purchasing decisions (a survey of Instagram users specifically for the Makassar area). The coefficient of determination is 0.592 which indicates that the ability of the independent variables to predict the dependent variable is 59%. 41% is influenced by other factors not examined by the author

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Journal Info
International Journal of Multidisciplinary Research and Literature (IJOMRAL)
Website

Abbrev

home

Publisher

Yayasan Education Social Center Publisher

Subject

Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Physics Social Sciences Other

Description

IJOMRAL is a multidisciplinary forum for the publication of articles and research and discussion of issues that bear upon and enfold all the field. focuses on a broad range of topics covering all topic form Research or Literature Review that are of regional and World ...