DETERMINASI KEPUTUSAN PEMBELIAN PRODUK ERIGO

Tias, Riris Wahyuning DETERMINASI KEPUTUSAN PEMBELIAN PRODUK ERIGO. DETERMINASI KEPUTUSAN PEMBELIAN PRODUK ERIGO.

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Abstract

Economic and technological developments have pushed many Indonesian companies to extremes because marketing activities and roles have shifted to the globalization era, especially in the worldiof fashion. This provides business opportunities for manufacturers and they compete with each other to develop the world of telecommunication advertising using brand ambassadors to maintain brand mage and increase brand awareness. This study aims to determine of brand ambassadors, brand image, and brand awareness on purchasing decisions for Erigo products. This type of research is quantitative research. This opulation is all Erigo consumers in the Solo Raya. 100 respondents useed in this research sample, and using purposive sampling technique. Method of collecting data with a questionnaire was processed using IDM SPSS Statistics. Data analysis used Instrument test, classical assumption test, multiple linear regressionitest, hypothesis test and coefficient of determination. The results are the brand ambassador,brand image, and brand awareness has a positive and significant effection purchasing decisions.

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