Published: 2023-10-01
Pengaruh Brand Ambassador, Product Image, Cita Rasa dan Harga Terhadap Keputusan Pembelian Mie Sedaap Korean Spicy
DOI: 10.35870/emt.v7i4.1536
Herosonita Bambang Damori Yoga Swarna Weswaning Ramadhan Tjarata Putra, Nia Sonani, Iis Anisa Yulia
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Herosonita Bambang Damori Yoga Swarna Weswaning Ramadhan Tjarata Putra:
Universitas Nusa Bangsa
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Nia Sonani:
Universitas Nusa Bangsa
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Iis Anisa Yulia:
Universitas Nusa Bangsa
Abstract
This study aims to analyze the influence of Brand Ambassador, Product Image, Taste and Price on the Purchase Decision of Korean Spicy Mie Sedaap. The sample used in this study had 150 respondents. The analytical method used is multiple linear regression with the dependent variable being the purchase decision, and the independent variables being Brand Ambassador, Product Image, Taste and Price. The results of the study show that the price partially has no effect on the Purchase Decision, Brand Ambassador, Product Image, and Taste have a partial effect on the Purchase Decision. Variables Brand Ambassador, Product Image, Taste and Price simultaneously influence Purchase Decisions. Of the three independent variables that have an influence, the Product Image variable has the greatest influence on Purchasing Decisions.
Keywords
Brand Ambassador; Product Image; Taste; Price; Purchase Decision
Article Information
This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.
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Issue: Vol. 7 No. 4 (2023)
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Section: Articles
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Published: 2023-10-01
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License: CC BY 4.0
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Copyright: © 2023 Authors
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DOI: 10.35870/emt.v7i4.1536
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Herosonita Bambang Damori Yoga Swarna Weswaning Ramadhan Tjarata Putra, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia
Nia Sonani, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia
Iis Anisa Yulia, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia
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