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

Abstract

This study aims to determine the effect of brand ambassadors and brand image on the purchase decision of Samsung smartphones in Jakarta. Data were obtained using a survey method by purposive sampling to 100 respondents who were Samsung smartphone users in Jakarta. This study uses multiple linear analysis techniques, with the results of the t test indicating that the brand ambassador and brand image partially have a positive and significant effect on purchase decisions with a t value of significance < 0.05. The results of the F test indicate that the brand ambassador and brand image simultaneously have a positive and significant effect on purchase decisions with a significance F value of <0.05. The analysis of the coefficient of determination has an R Square value of 0.646, meaning that the brand ambassador and brand image simultaneously have an influence on the purchase decision of 64.6%, while the rest is influenced by other variables not examined.