THE EFFECT OF BRAND AMBASSADORS AND BRAND IMAGE ON PURCHASING DECISIONS
DOI:
https://doi.org/10.53067/ijomral.v2i2.110Keywords:
Purchase Decision, Brand Image, Brand AmbassadorAbstract
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
Downloads
References
A, Shimp,Terence (2003). Periklanan Promosi & Aspek Tambahan Komunikasi. Pemasaran.Terpadu, Jilid I ( edisi 5), Jakarta: Erlangga.
Doucett, Elisabeth. (2008). Creating Your Library Brand, Communicating Your Relevance and Value to Your Patrons. Chicago : American Library Association (E-books).
Fortunata Huang, Fransisca. (2010). Pengaruh Brand Image (Citra Merek) Terhadap Keputusan Pembelian Di Restoran Nasi Uduk Ayam Gebuk Mr.Achiang, Pontianak.
Keller. 2003, Manajemen Pemasaran, jilid satu, edisi 11, PT. INDEKS, Jakarta. Alih bahasa oleh Benyamin Molan
Kotler, Philip and Gary Amstong. (2008). Prinsip-prinsip Pemasaran. Edisi 12. Jilid 1. Jakarta: Erlangga.
Kotler, Philip. 2002. Manajemen Pemasaran. Jilid I. Edisi Milenium. Jakarta: PT. Prehallindo.
_______, 2002, Manajemen Pemasaran, Edisi Millenium, Jilid 2, PT. Prenhallindo, Jakarta
_______, (2007). Manajemen Pemasaran. Jilid 2. Edisi 12. PT Indeks. New Jersey.
Kotler, Philip & Amstrong, Garry. (2008). Prinsip-Prinsip Pemasaran. Jilid Pertama. Jakarta : Erlangga.
Lea-Greenwood, Gaynor. (2012). Fashion Marketing Communications E-book. Somerset, NJ, USA: Wiley.
Peter, Paul. J and Olson, C. Jerry. (1999). Prilaku Konsumen dan Strategi Pemasaran.Cetakan Keempat. Jilid-1. Erlangga: Jakarta.
Royan, Frans M. (2004). Marketing Selebrities “Selebriti Dalam Iklan dan Strategi Selebriti Memasarkan Diri Sendiri”. Jakarta : Alex Media.
Rungkuti, F. (2004). The Power of Brand (Teknik Mengelola Brand Equity dan Strategi Pengembangan Merek). Jakarta : PT. Gramedia Pustaka Utama.
Sangadji, E.M., dan Sopiah. (2013). Prilaku Konsumen: Pendekatan Praktis Disertai:Himpunan Jurnal Penelitian. Yogyakarta: Penerbit Andi.
Setiadi, N.J (2005). Perilaku Konsumen Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran. Jakarta : Kencana.
Schiffman & Kanuk. (2004). Perilaku Konsumen (edisi 7). Jakarta : Prentice Hall
Setiadi, Nugroho J. (2003). Perilaku Konsumen. Kencana. Jakarta.
Simamora, Henry. (2006). Manajemen Sumber Daya Manusia. Edisi 2. Yogyakarta: STIE.
Sugiyono, 2008. Metode Penelitian Kuantitatif Kualitatif dan R&D. Bandung: Alfabeta.
Smilansky, Shaz. 2009. Experimental Merketing: A Practical Guide to Interactive Brand Experiences. Universitas Indiana: Kogan Page.
Suryani, Tatik. (2008). Perilaku Konsumen; Implikasi Pada Strategi Pemasaran. Yogyakarta : Graha Ilmu
Sumarwan, Ujang. (2003). Perilaku Konsumen, Teori dan Penerapannya Dalam Pemasaran.Ghalia Indonesia, Jakarta
Susanto. 2004, Riset Pemasaran dan Perilaku Konsumen, Gramedia Utama, Jakarta
Schiffman & Kanuk. (2004). Perilaku Konsumen (edisi 7). Jakarta : Prentice Hall
Sutarso, & Suharno. (2013). Perilaku konsumen pendekatan praktis disertai himpunan jurnal penelitian. yogyakarta. C.V andi.
Sutisna (2003:83). Perilaku konsumen pendekatan praktis disertai himpunan jurnal penelitian. yogyakarta. C.V andi.
Nedi’s Site. (2008). Manajemen Pemasaran: Dasar, Konsep dan Strategi. Jakarta : PT. Grafindo Persada.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ansir Launtu
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
