Published: 2025-07-10

Investigasi Dampak Brand Ambassador dan Mutu Produk pada Keputusan Beli

DOI: 10.35870/emt.v9i3.4255

Elizabeth
  • Elizabeth: Universitas Budi Luhur Kota Jakarta Selatan
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Abstract

The purpose of this research is to examine the impact of brand ambassadors and product quality on purchasing decisions for Uniqlo products at the Tiktok store. This study uses a quantitative method with regression analysis. The sampling method applies a purposive sampling technique and the number of samples is 85 respondents obtained by distributing questionnaires to Tiktok users in Indonesia via Google form. Structural Equation Modeling-Partial Least Squares (SEM-PLS) is used in analyzing the data. The results of this study indicate that brand ambassadors and product quality positively and significantly influence purchasing decisions. Meanwhile, price does not have a significant effect on purchasing decisions for Uniqlo products at the Tiktok store.

Keywords

Purchase Decision; Brand Ambassador; Product Quality

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How to Cite

Elizabeth. (2025). Investigasi Dampak Brand Ambassador dan Mutu Produk pada Keputusan Beli. Jurnal EMT KITA, 9(3), 907-914. https://doi.org/10.35870/emt.v9i3.4255
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.

  • Issue: Vol. 9 No. 3 (2025)

  • Section: Articles

  • Published: 2025-07-10

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Author Biographies
Elizabeth, Universitas Budi Luhur Kota Jakarta Selatan
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Program Studi Manajemen Pemasaran, Fakultas Ekonomi dan Bisnis, Universitas Budi Luhur Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta, Indonesia.

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