PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION SMARTPHONE SAMSUNG DI JAKARTA

ADE PUTRI DWIANDINI, . (2022) PENGARUH BRAND AMBASSADOR DAN BRAND IMAGE TERHADAP PURCHASE DECISION SMARTPHONE SAMSUNG DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk : (1) menganalisis pengaruh antara brand ambassador terhadap purchase decision smartphone Samsung di Jakarta; (2) menganalisis pengaruh antara brand image terhadap purchase decision smartphone Samsung di Jakarta; (3) menganalisis pengaruh antara brand ambassador dan brand image secara bersama – sama terhadap purchase decision smartphone Samsung di Jakarta. Penelitian ini menggunakan metode analisis regresi berganda dengan uji asumsi klasik berupa uji normalitas dan uji linearitas dengan uji hipotesis berupa uji t, uji F, dan koefisien determinasi. Pengumpulan data dilakukan dengan melibatkan 100 responden dengan metode survei secara purposive sampling dengan kriteria usia minimal 17 tahun, pengguna smartphone Samsung, dan berdomisili di Provinsi DKI Jakarta mulai dari Jakarta Utara, Jakarta Timur, Jakarta Barat, Jakarta Selatan, Jakarta Pusat, dan Kepulauan Seribu. Hasil dari penelitian ini menunjukkan bahwa : (1) adanya pengaruh yang positif dan simultan antara brand ambassador dengan purchase decision smartphone Samsung di Jakarta yang dibuktikan dengan hasil uji t dan uji f memiliki nilai signifikansi sebesar 0,000 < 0,005 dan nilai t hitung sebesar 4,475 > t tabel 1,660; (2) adanya pengaruh yang positif dan simultan antara brand image dengan purchase decision smartphone Samsung di Jakarta yang dibuktikan dengan hasil uji t dan uji f memiliki nilai signifikansi sebesar 0,000 < 0,005 dan nilai t hitung sebesar 13,251 > t tabel 1,660; (3) brand ambassador dan brand image secara simultan mempengaruhi purchase decision smartphone Samsung di Jakarta dengan nilai R Square sebesar 0,646 yang memiliki arti bahwa brand ambassador dan brand image secara simultan memiliki pengaruh terhadap purchase decision sebesar 64,6%, sedangkan sisanya dipengaruhi oleh variabel lain yang tidak diteliti. Kata Kunci : brand image, brand ambassador, purchase decision *** This study aims to: (1) analyze the influence of brand ambassadors on the purchase decision of Samsung smartphones in Jakarta; (2) analyze the influence of brand image on the purchase decision of Samsung smartphones in Jakarta; (3) analyze the influence between brand ambassadors and brand image together on the purchase decision of Samsung smartphones in Jakarta. This research uses multiple regression analysis method with classical assumption test in the form of normality test and linearity test with hypothesis testing in the form of t test, F test, and coefficient of determination. Data collection was carried out by involving 100 respondents using a purposive sampling survey method with criteria for a minimum age of 17 years, Samsung smartphone users, and domiciled in DKI Jakarta Province starting from North Jakarta, East Jakarta, West Jakarta, South Jakarta, Central Jakarta, and the Thousand Islands. . The results of this study indicate that: (1) there is a positive and simultaneous influence between brand ambassadors and purchase decisions of Samsung smartphones in Jakarta as evidenced by the results of the t test and f test which has a significance value of 0.000 < 0.005 and a t count value of 4.475 > t table 1,660; (2) there is a positive and simultaneous influence between brand image and purchase decision of Samsung smartphones in Jakarta as evidenced by the results of the t test and f test having a significance value of 0.000 < 0.005 and a t count value of 13.251 > t table 1.660; (3) brand ambassadors and brand image simultaneously influence the purchase decision of Samsung smartphones in Jakarta with an R Square value of 0.646 which means that brand ambassadors and brand image simultaneously have an influence on purchase decisions of 64.6%, while the rest is influenced by variables others not investigated. Keywords : brand ambassador, brand image, purchase decision

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, SE, MM ; 2). Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 16034 not found.
Date Deposited:	08 Sep 2022 05:21
Last Modified:	08 Sep 2022 05:21
URI:	http://repository.unj.ac.id/id/eprint/35141

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