Published: 2025-04-10
Pengaruh Promosi dan Kualitas Produk Terhadap Keputusan Pembelian Smartphone Vivo dengan Brand Ambassador sebagai Variabel Moderasi
DOI: 10.35870/emt.v9i2.3237
Johan Jaya Ganendra, Iis Anisa Yulia, Rumna
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Johan Jaya Ganendra:
Universitas Nusa Bangsa
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Iis Anisa Yulia:
Universitas Nusa Bangsa
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Rumna:
Universitas Nusa Bangsa
Abstract
This research aims to analyze the influence of promotion and product quality on purchasing decisions for Vivo smartphones with brand ambassadors as moderating variables. The sample used in this research was 135 respondents. Data was collected using a purposive sampling method and hypothesis testing using Moderated Regression Analysis (MRA). The results of this research show that Promotion has a significant influence on Purchasing Decisions and Product Quality has a significant influence on Purchasing Decisions, Brand Ambassadors can moderate the influence of Promotion and Product Quality on Purchasing Decisions.
Keywords
Promotion; Product Quality; Purchasing Decisions; Brand Ambassador
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. 9 No. 2 (2025)
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Section: Articles
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Published: 2025-04-10
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License: CC BY 4.0
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Copyright: © 2025 Authors
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DOI: 10.35870/emt.v9i2.3237
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Johan Jaya Ganendra, 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.
Rumna, Universitas Nusa Bangsa
Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Nusa Bangsa, Kota Bogor, Provinsi Jawa Barat, Indonesia.
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