Jihan Muthiah, . (2023) PENGARUH BRAND AMBASSADOR NCT DREAM, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN SNACK TOSTOS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Snack tostos is one of the new snacks on the market. With so many other snacks that already exist among consumers, it causes competition between similar brands so that companies can further improve product promotion strategies. This study aims to determine the effect of brand ambassadors, product quality, and price on purchasing decisions for tostos snacks. this research uses quantitative methods using SmartPLS. The sample of this study were followers of the @nctzenbase twitter base account who had bought tostos snacks. this study used 100 samples using non-probability sampling techniques with purposive sampling method. Data analysis techniques include Validity Test and Reliability Test, R-Square Test, Q-Square Test, and T-Statistic Test. The results showed that: (1) brand ambassador variables have a significant effect on purchasing decisions (2) product quality variables have a significant effect on purchasing decisions (3) price variables have a significant effect on purchasing decisions. Brand ambassadors, product quality, and price influence purchasing decisions with a value of 65.5%, while the remaining 34.5% can be concluded that it is influenced by other variables that are not in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111181] [Pembimbing: Rosali Sembiring Colia] [Penguji 1: Suharyati] [Penguji 2: Nobelson Syarief] |
| Uncontrolled Keywords: | Keywords: Purchase decision, Brand ambassador, Product quality, Price |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Jihan Muthiah |
| Date Deposited: | 21 Mar 2024 05:14 |
| Last Modified: | 22 Apr 2024 06:20 |
| URI: | http://repository.upnvj.ac.id/id/eprint/28190 |
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