CD Skripsi

Pengaruh Brand Ambassador Dan Cita Rasa Terhadap Brand Image Dan Keputusan Pembelian Mie Sedaap Selection Korean Cheese Buldak Di Kota Pekanbaru

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This study aims to determine the effect of brand ambassadors and flavors on brand image and purchasing decisions for sedaap collection cheese buldak noodles in Pekanbaru city. The population in this study was unknown while the sample amounted to 100 people with non-probability sampling technique with purposive sampling method. The data collection technique uses a questionnaire where the research method used is quantitative method, this research uses primary and secondary data with the path analysis method. Analysis testing in this study using IBM SPSS Statistics 25 software using descriptive statistical analysis, instrument test, classical assumption test, t test, F test, coefficient of determination test and path analysis. The results showed that (1) Brand Ambassador has a positive and significant effect on Brand Image; (2) Taste has a positive and significant effect on Brand Image; (3) Brand Image has a positive and significant effect on Purchasing Decisions; (4) Brand Ambassador has a positive and significant effect on Purchasing Decisions; (5) Taste has a positive and significant effect on customer satisfaction through Purchasing Decisions.

Keywords: Brand Ambassador, Taste, Brand Image, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1802112881

Penerbit

Pekanbaru : Universitas Riau - FEB - Manajemen., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1802112881

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

Vina

Versi lain/terkait

Lampiran Berkas

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